Out with so-called “girl math,” in with beauty math — Rachel Wiseman‘s version, a minimum of.

With a fledgling investment banking profession on one hand and a love for beauty on the opposite, the content creator — who splits her time between Toronto and San Francisco — is carving out her own lane on TikTok by breaking down the worth versus value of the platform’s most-loved beauty products.

Summer Fridays‘ recent Dream Lip Oil, which retails for 35 Canadian dollars and comprises 0.15 fluid ounces of product, nets out at roughly 233 Canadian dollars per fluid ounce, she deduces in a single recent video that garnered 450,000 views.

“Now that number, in isolation, means nothing,” she continues, shifting focus to Summer Fridays’ peers within the lip category — Dior, Clarins, Kosas, Gisou and most recently, Haus Labs. Dior’s cult-favorite lip oil emerges as the most expensive by way of value — 270 Canadian dollars per fluid ounce — while Haus Labs, which nets out at 144 Canadian dollars per ounce, is essentially the most cost-effective by the metric.

“The purpose of my page is to coach people and provides them the tools to make these decisions for themselves,” said Wiseman, 22, who has amassed a TikTok following of 130,000 users and counting.

Along with comparing the worth of popular beauty offerings by category, the recent Queen’s University graduate newly introduced a Finance 101 “Get Ready With Me” series during which she offers up investing suggestions whilst doing her makeup.

“There’s numerous synergy between my [full-time] job and content creation,” said Wiseman, who often leverages the 2 to chime in on the wonder discourse du jour; for instance when Haus Labs introduced its rebranded Color Fuse blushes this month and consumers wondered whether the smaller pan size equated to a drop in value, too.

“It was a bit of pricier on that basis,” said Wiseman, who found that the OG version netted out to about 129 Canadian dollars per ounce while the new edition, which was .21 ounces smaller and never quite commensurately priced down, hovers at about 244 Canadian dollars per ounce. Notably though, the rebrand actually put the product more on par with the worth of comparable blush offerings just like the NARS Cosmetics Blush and Makeup by Mario’s Soft Pop Powder Blush — 275 Canadian dollars and 237 Canadian dollars per ounce, respectively.

“Pat McGrath’s [Skin Fetish] blush is a pricier one, however it was the most affordable by a per-ounce basis out of those I compared, which to me justifies making the acquisition,” said Wiseman, whose fusion of beauty and finance content is resonating with a growing crop of highly informed beauty consumers.

“A lot beauty content is so similar and sometimes it feels oversaturated and just doesn’t land with consumers — highlighting specific things like value of a product or brand, that will be differentiating for an audience reasonably than simply being one other influencer on the For You page,” she said.