There’s this little phenomenon that tends to show up when the economy (or political climate) takes a dip: people still treat themselves—but in smaller, more affordable ways. Think: a luxe lipstick instead of a whole new wardrobe. Or, a box of at-home hair color instead of a pricey salon treatment. Economists have dubbed it the lipstick effect , and it makes sense—when everything feels uncertain, a swipe of bold red offers just the right amount of control, confidence, and comfort.

But times change, and so do our priorities. While previous generations may have leaned on a new lipstick to spark joy, today’s Millennials and Gen Z are redefining what it means to “treat yourself.” The universal desire for a little pick-me-up still undoubtedly exists—but maybe in the form of wellness rituals and self-care essentials instead of traditional makeup. This isn’t just a passing trend—it’s a lifestyle shift.

We’re seeing more people invest in products that feel good and do good—like a nourishing facial oil that turns your nightly routine into a moment of calm, a grounding fragrance roller you keep in your bag for a mid-day refresh, or a potent supplement for long-term effects you can truly see and feel. The shift isn’t about vanity—it’s about nurturing yourself from the inside out.

Maybe it’s a face mask that signals it’s time to unwind. Or a new body scrub that makes you actually look forward to your shower. These small rituals offer an opportunity to recharge, reconnect, and ground in times that don’t show any signs of picking up.

So if you’re feeling the pull to treat yourself lately, you’re not alone. Whether you go old school and opt for a bold lipstick that makes you feel like you can take on the world, or you choose a serum that makes you radiate, or buy a scented candle that transforms your space, your version of “the lipstick effect” can look exactly how you want—and that’s the beauty of it.