Is a $9 matcha cheaper than a shrink? It sure is. 

Millennials have been berated for decades about their inability to control their impulse purchases, namely in the ‘avocado toast’ department. While there’s some truth to this, the main reason that millennials, and now (it seems) every person under the age of 40, needs to make tiny purchases every day is that we need a little treat. While it’s not the most financially savvy habit, buying something delicious or indulgent every day, «little treat» culture has swept the globe. 

We don’t need a little treat, but we want one.