Up to 25% off sale now on! Shop Now

The Lipstick Effect: The Nation’s Lipstick Habits Revealed

Within the current climate, lipstick is the fastest growing make-up category this year, with lipstick sales soaring week-by-week and lip makeup trends taking the TikTok beauty world by storm. The holy grail product also shows no sign of slowing interest online, with 5M searches for lipstick per month and a 49% increase in search demand this year.

Following National Lipstick Day celebrations this summer, Avon recently polled over 2,000 women across the country to find out how British women really feel about lip makeup products within the current climate. From uncovering the nation’s favourite lipstick shade and texture, to discovering how much Brits are willing to splurge on lippie within the cost of living crisis, our lips are (un)sealed.

Explore the emerging insights around the nation’s lipstick habits and preferences below and in this blog, we have also developed a handy quiz to help you create the perfect pout for you based on your complexion. Take the quiz below to discover your perfect lipstick companion.

‘The Lipstick Effect’ Kicks In

‘The Lipstick Effect’ Kicks In


Many of us have made cutbacks due to the cost-of-living crisis, however there are some luxuries us Brits have refused to give up, hinting that ‘The Lipstick Effect’ is kicking in. ‘The Lipstick Effect’ is a theory that when the economy is facing a recession, consumers will be more likely to purchase less costly luxury items, such as an expensive lipstick. According to our research, over half of British women (52%) will still spend up to £120 a year on lip makeup products, despite the economic crisis. Over 52% of those surveyed said they are willing to spend between £5-£10 a month, while nearly one in ten (9%) will spend between £16-£21 a month on their favourite lip products. Though most were willing to spend between £5-£10 a month, nearly one in five (19%) said that less than £5 is all they were willing to spend due to the recent economic crisis. Surprisingly, women aged 35+ are the most likely to opt for a high street brand and spend less than £5 (43%), while just 10% of the under 35’s were willing to make the same sacrifice.

Looking into lipstick expenditure by location, Londoners are the biggest spenders with 16% admitting they’re still willing to splurge between £16-21 a month just on lipsticks. Women in Plymouth however, are making the biggest cutbacks, with 16% saying they’ll spend less than £5 a month on lip makeup to save money.

Is Lipstick The Nation’s Favourite Beauty Product?

Is Lipstick The Nation’s Favourite Beauty Product?


Did you know that British women are lipstick addicts? When it comes to lipsticks, lip liners and lip kits, we love choice, and nearly one in four (23%) won’t leave the house without perfecting their pout.. Almost one in six surveyed (14%) admit to owning more than 10 lipsticks at a time, while nearly a third of us (29%) own at least three to four at a time. Though we own multiple lip makeup products, over half (56%) of the women in the UK confess to only wearing one to two from their collection regularly. This suggests that some products are bought on impulse, only to be cast aside for regular choices.

Uncovering what makes lipstick such an addictive purchase, the study revealed that a swipe of lippie has a mood-boosting effect. Over two-thirds of British women (68%) say that wearing lipstick has a positive impact on their mood. Further, 78% of women across the country say lipstick gives them a confidence boost, highlighting the colour psychology connection. Wearing a statement lip look evidently helps women feel confident at work, with over three in ten respondents (34%) believing that wearing a bold statement lipstick to work makes them feel more confident to tackle the day.

What is the Nation’s Go-To Lipstick Choice?

What is the Nation’s Go-To Lipstick Choice?


Nude lips are the most popular shade in the UK with almost three in five (58%) saying it is the lip colour they wear the most. Pastel colours are the shade runner up (41%), followed by plum (24%) and clear (22%). Pastels, including light pink and peach, are the most popular with women aged 55+(44%). Whilst brighter and more dramatic lip looks have been a major trend this year, search interest has highlighted that nude lipstick is up 10% over the past year, racking up 125,000 searches per month.

When it comes to lipstick texture, are you team matte or team shine? According to our research, almost three in ten women in the UK (28%) prefer a matte finish, followed by gloss (21%) and then creamy (14%). Though matte is the nation’s top texture, a gloss finish happens to be the most popular texture for Gen Z (39%), which aligns with the 90s-esque gloss revival on TikTok, whilst all women over 25 prefer matte lipsticks (28%).

The Red Lipstick Divide

The Red Lipstick Divide


One of the most iconic lip looks is the classic red lip. According to Bustle research, this look has been around for over 5,000 years and is still one of the most timeless makeup trends. However, how do women in the UK really feel about wearing red lipstick?

Whilst one in five (20%) chose bright red as their go-to lip colour, nearly half (49%) of British women polled don’t think they can pull off wearing a red lipstick, particularly those aged 45+ (55%). Furthermore, nearly half (45%) don’t feel confident enough to wear a bold statement lipstick, whilst those aged 25-34 are the most likely to embrace a bold lip (38%).

Statement lipstick, particularly a rouge lip, is evidently associated more with occasionwear and a night out, with over half (55%) saying lipstick is more appropriate at night time and a further 55% feeling more comfortable wearing a bold lipstick for an occasion. If you’re still trying to track down a red lipstick which suits you, check out Avon’s guide to finding the perfect red lipstick for you.

The Power of Lipstick Attraction

According to scientific research, red lipstick attracts men, but do women wear lipstick to attract potential love interests? Our research uncovered that over a quarter (27%) do indeed wear lipstick to be attractive to love interests, particularly Gen Z makeup enthusiasts (36%) and a third (33%) also say they would embrace wearing a bold lipstick on a first date.

Shades Of Confusion

Shades Of Confusion


Finally, an emerging insight is that nearly two in five (37%) of British women don’t know what lip shades suit them. Understanding which lipstick shades suit your skin tone is a lipstick purchase concern for many, and according to our survey, 38% of makeup wearers don’t think lipstick suits them or don’t feel confident enough to wear it (10%). In light of these insights, we have collated a quiz to help you find the perfect lip match for you and get you ready to pout with confidence.

What is the Best Lipstick Match For You?

For more hints and tips on the latest beauty trends, take a look at the Avon Loves Blog.