In the midst of the ongoing cost-of-living crisis, many Britons are finding solace in an unexpected place: their makeup bags. The so-called "lipstick effect"—where consumers turn to small, affordable luxuries during economic downturns—is making a comeback, offering both a morale boost and a touch of normalcy.
The Psychology Behind the Lipstick Effect
Experts suggest that purchasing a new lipstick or beauty product can provide a sense of control and self-care when larger financial decisions feel overwhelming. "It’s not just about vanity," says Dr. Emily Harris, a behavioural psychologist. "These small acts of indulgence can significantly improve mood and confidence during stressful times."
Affordable Luxury in a Tight Economy
With household budgets stretched thin, high-end beauty brands are seeing a surge in sales of entry-level products like lipsticks and mini skincare sets. Meanwhile, drugstore brands are also thriving as shoppers seek quality at lower price points.
- Budget-friendly picks: Many are opting for £10-£20 lipsticks over pricier splurges.
- Versatility matters: Multi-use products (like lip-and-cheek tints) are especially popular.
- Online influence: Social media continues to drive trends, with #LipstickEffect gaining traction.
A Trend With Historical Roots
This phenomenon isn’t new—the term was coined during the Great Depression when cosmetics sales rose despite economic hardship. Today, it reflects a similar desire for "little joys" amid financial strain.
While economists debate whether such spending indicates resilience or denial, one thing is clear: sometimes, a bold red lip is more than just makeup—it’s a mood-lifting necessity.
