Recession indicators: Are lip balms and treatments the new Lipstick Effect in 2025?

SINGAPORE – Most consumers may have heard of the Lipstick Effect.

A theory of behavioural economics, it hypothesises that in an economic downturn, consumers – mostly women – will continue to spend on or indulge in small luxuries, such as lipstick, in place of cutting back on bigger purchases.

The interchangeable term Lipstick Index entered mainstream consciousness during the early 2000s recession, coined by Estee Lauder Companies heir Leonard Lauder in 2001, when he noticed a spike in the company’s lipstick sales post-9/11.

In 2025, with recession indicators both real and imagined on everyone’s minds, conspicuous growth in a new beauty category has brought the lipstick effect back in view: peptide-infused lip treatments.

These hybrid, often lightly tinted, lip products, bridge make-up and skincare, addressing a growing demand for lip care that doubles as make-up.

New York City-based beauty trend tracker Spate’s Popularity Index found that peptide lip treatments grew by 327.3 per cent in 2025 compared with 2024 across platforms. TikTok holds 96 per cent of the popularity share, with searches increasing by 345.7 per cent over the past year.

In a March report, American market research firm Circana revealed that lip treatments are becoming skincare’s fastest-growing segment, with value growth of 69 per cent in Britain in 2024.

Many credit American model and entrepreneur Hailey Bieber for jumpstarting the trend with her brand Rhode Skin’s Peptide Lip Treatment, which launched in June 2022. Since then, the beauty market has been flooded with all manner of lip treatments.

Lancome recently brought back its Juicy Tubes – a shiny lip gloss that was a staple of the 1990s. Dior Beauty also jumped on the bandwagon, releasing the Dior Addict Lip Glow Butter in June, a shiny lip treatment infused with peptides and ceramide for juicy lips.

Are these the new manifestation of the Lipstick Effect? The Straits Times reviews five products available in Singapore.

Laneige Glaze Craze Tinted Lip Serum, $32 

After the South Korean brand’s Lip Glowy Balm in 2024 came the TikTok-viral Glaze Craze, featuring the same juicy hydration but with an adorable doughnut-shaped applicator.

The rounded plush silicone applicator turns out to be more than just a gimmick and is my favourite of the lot, hugging lips comfortably without leaving any icky gloss residue. Infused with 95 per cent skincare ingredients, the formula is said to contain polypeptides to plump lips, argan ceramides to support the lip moisture barrier and polyglutamic acid to retain hydration.

Toeing the line between gloss and balm, it comes in six pigmented, doughnut-inspired shades, each with a sweet scent to match. The high-gloss finish is surprisingly long-wear, lasting through a meal and lightly tinting lips even after the shine has worn off.

Best for: A do-it-all lip product deserving of a permanent place in your purse

Info: Available at

sephora.sg

Romi Beauty Lip Treat Oil, $24

From home-grown “it” girl beauty brand Romi, this lip oil is said to contain a super-blend of nine different peptides and ceramides, 17 skin-nourishing oils and hydrators such as apricot seed oil and vitamin E.

The sleek metal applicator proves not just cooling to the lips, but also nifty for even application. It also feels more sanitary and is easier to wipe clean after each use. In five shades – including one clear – the product adds the lightest hint of colour to bare lips.

It could be the applicator or the formula, but layering the product atop lipstick creates the most glassy, mirror-like shine that never fails to elicit compliments. The result comes closest to the coveted “wet lip” look all the girls on Xiaohongshu are after.

Best for: Reapplying to enliven lips midday or to add high shine and hydration over a matt lipstick

Info: Available at

romibeautyclub.com

Bareness Skin Plump Screen, $28

New kid on the block Bareness Skin brings sun protection to the humble lip peptide, with a plumping lip gloss strengthened with SPF 15++ protection.

Addressing how lip care is often overlooked in the skincare conversation, the Singapore brand’s Plump Screen contains ingredients including sodium hyaluronate – a derivative of hyaluronic acid – for deep hydration. It also has hydrogenated castor oil and paraffin oil, said to provide smooth, lasting nourishment.

It comes in three shades named after pilates terms – as a tribute to how, just like pilates, lip care is underestimated yet effective. Glide, a coppery brown with a pop of glitter, is a 1990s-inspired head-turner with a decadent caramel scent that can be worn alone or over lipstick.

The hard ceramic applicator takes some getting used to, but the pointed tip helps with precise application around the corners of your mouth, keeping lips feeling plush without wasting product.

Best for: A pigmented glossy finish with added SPF benefit

Info: Available at

barenessskin.com

Sigi Skin Butter Glaze Lip Jelly, $32

This local skincare label dipped into the lip treatment game in October 2024. Lightest in consistency, the lip jelly gently moisturises without feeling heavy.

Packed with nourishing peptides, shea butter and sunflower seed oil to help prevent chapping and damage from environmental factors, the lip jelly also contains strawberry extract said to help treat dark spots and brighten lips.

The lightly tinted four colourways are great for when you want a thin layer of hydration and colour that you can sheer out or build up accordingly.

Best for: A burst of hydration

Info: Available at

sigiskin.com

Ultra Violette Sheen Screen SPF50 Lip Balm, $29

For those seeking more options with added sun protection, Australian suncare brand Ultra Violette has six. Its Sheen Screen lip balm contains SPF 50 UVA and UVB protection, shielding from harsh rays while keeping lips moisturised.

The lip-hugging silicone tip is a joy to use, dispensing the thick formula without mess. The darker shades are pretty pigmented, making them more suitable for daytime use.

A subtle peppermint scent keeps your pout minty-fresh, though it may not sit well with users who dislike the sensation of tingly lips.

Best for: A protective lip topper paired with a lip liner

Info: Available at

sephora.sg