During the Great Depression, lipstick sales went up...

During the Great Depression, lipstick sales went up.

During the 2008 recession, cheap beauty boomed.

In 2026, the same thing is happening again.

Ecom data confirms: beauty and skincare are outperforming luxury categories while EBITDA margins in mid-market DTC brands are compressing to 7–8%.

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Consumers are still spending - just smarter.

They want the feeling of a treat, not a big ticket.

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If you're a Shopify brand in this space:

Which SKUs are "lipstick effect" winners?

Which ones are bleeding margin quietly?

That's the difference between riding a historical trend and being crushed by your own cost structure.

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