As with most people, my consumption habits have changed quite dramatically over the past 6 months. One area where I’ve noticed a lot of change is beauty. I’m buying way more skincare (cheers to a new decade) and luxury bath products, but spending a lot less on makeup. In fact, I went from wearing makeup 6 times a week to barely 2-4 times a week. Recently I went on a 3-day makeup streak, and was so curious about makeup habits that I surveyed my followers on Instagram on their makeup habits.
Here’s what I learned from the 159 people who responded.
Makeup use is down since the pandemic began.
Unsurprisingly, working from home and not really going out to see people have meant makeup use has dropped quite significantly over the past 6 months. Here’s the most interesting part: modest makeup use (2-4 days per week) is fairly steady, but there’s a significant swing from heavy makeup users (5+ days per week) to no makeup users (<1 day per week).
Before the pandemic 61% of respondents wore makeup 5+ times a week for work in an office environment, social activities, etc.
6 months into the pandemic, less than 20% wear makeup 5+ times per week, with 50% wearing it less than one day per week.
Makeup spend is down significantly
Related, makeup spend is down year over year too. 85% of survey respondents are spending less money on makeup in 2020 vs. 2019.
The Lipstick Effect?
The lipstick effect is when consumers continue to spend money on small indulgences and luxuries during economic downturns. Lipstick tends to be one of the most affordable beauty products ranging from a couple of dollars for really terrible makeup all the way up to $50+ for super-luxury brands. I was curious to see if people were still buying lipstick because while it is a little luxury, everyone is also wearing masks in public so what’s the point of lipstick.
Sidebar: I’m still wearing lipstick as discussed in my post on speaking at virtual conferences.
1/3rd of respondents are still buying lipstick even if they’re spending less on makeup and generally wearing less makeup in 2020!
I was so surprised (in a good way) by this statistic because even though people are spending less on makeup and wearing it less, nearly 1/3rd are still buying lipstick!
If you’re one of the people still buying lipstick, or now want to buy some, I’d like to introduce you to LipBar - a Black woman-owned beauty brand based out of Detroit. I’ve bought several pieces of their makeup over the past year, and I’m a big fan. Whether you’re in the mood for a gloss, a matte, or a satin finish, they have you covered from neutrals to bold colors.
I was recently accepted into their ambassador program, and I’m pleased to be able to offer you 10% off any LipBar order by using the code BOMBAY10
Here I’m wearing BAWSE by The Lip Bar
So, what’s your next makeup purchase? Let me know in the comments!!