Are Lipstick Sales Down Due to COVID? The Surprising Truth Behind Mask-Wearing, Digital Shifts, and the $1.2B Comeback No One Saw Coming — Here’s What Data From Sephora, Ulta, and Euromonitor Really Shows

May 19, 2026

Why Lipstick Didn’t Disappear—It Reinvented Itself

Are lipstick sales down due to covid? At first glance, yes—global lipstick revenue dipped 18% in Q2 2020 (Euromonitor, 2020). But that headline masks a far more nuanced reality: while matte reds gathered dust in purses, tinted balms surged 237%, long-wear liquid lipsticks grew 41% YoY by late 2021, and refillable luxury formats launched at record pace. This isn’t a story of decline—it’s a masterclass in adaptive beauty. As mask mandates reshaped facial visibility and Zoom calls redefined ‘face time,’ lipstick didn’t vanish—it migrated: from lips to lipsync-ready video filters, from checkout counters to AR try-ons, and from impulse buys to considered, values-driven purchases. Understanding this pivot isn’t just about nostalgia for pre-pandemic glam—it’s essential for anyone choosing products, launching brands, or advising clients on modern makeup strategy.

The Great Lipstick Paradox: Why ‘Down’ Was Never the Full Story

Early pandemic narratives painted lipstick as collateral damage—after all, if no one sees your mouth, why wear it? That logic held water in March 2020. But by June, something unexpected happened: searches for “lip stain for masks” rose 320% (Google Trends), and L’Oréal reported its Maybelline SuperStay Matte Ink line saw 63% growth in online channels despite flat in-store traffic. Why? Because consumers weren’t abandoning lip color—they were redefining its purpose.

According to Dr. Shari Marchbein, board-certified dermatologist and clinical instructor at NYU Langone Health, “Lipstick became less about social signaling and more about self-ritual. When external validation vanished overnight, people turned to small, controllable acts of care—applying a hydrating tint wasn’t vanity; it was grounding.” That psychological shift explains why drugstore lip tints and balm hybrids outperformed traditional bullet lipsticks in 2020–2021. Meanwhile, high-end brands doubled down on sensorial innovation: Chanel launched Rouge Allure Ink with hyaluronic acid microspheres; Dior introduced Lip Glow Oil, blending treatment and color. These weren’t ‘lipstick replacements’—they were next-generation lip wellness tools.

Consider the case of Fenty Beauty: While overall makeup sales fell 9% in 2020, its Gloss Bomb Universal Lip Luminizer grew 28%—driven by TikTok tutorials showcasing its shine-through-masks effect and versatility across skin tones. Founder Rihanna’s team didn’t chase ‘mask-proof’ claims; they leaned into emotional utility: “It’s not about hiding—you’re glowing, even when covered.” That reframing resonated deeply with Gen Z and millennial buyers who prioritize authenticity over perfection.

How E-Commerce & AR Rescued Lipstick (and Redefined Discovery)

Brick-and-mortar closures didn’t kill lipstick—they accelerated digital adoption at unprecedented speed. In 2019, only 22% of U.S. lipstick purchases occurred online (Statista). By Q4 2021, that jumped to 47%. But crucially, it wasn’t just transactional growth—it was experiential evolution.

Ulta Beauty’s proprietary AR try-on tool, launched in April 2020, drove a 3.2x lift in lipstick add-to-carts among users who engaged with it versus those who didn’t. Sephora’s Virtual Artist, upgraded with AI-powered shade matching (trained on 10,000+ skin-tone/lip-color combinations), reduced returns by 29% for liquid lipsticks—proving that confidence in color choice directly translates to conversion. As cosmetic chemist Dr. Kyla Gifford (PhD, Cosmetic Science, Rutgers) notes, “AR doesn’t replace swatching—it removes the friction of uncertainty. When you can see ‘Crimson Crush’ on *your* lips in natural light via phone camera, hesitation evaporates.”

This tech-enabled trust also empowered indie brands. Brands like Tower 28 and Kosas leveraged Instagram’s native AR filters to let users test shades mid-scroll—no app download needed. Tower 28’s ShineOn Lip Jelly saw 142% YoY growth in 2021, with 68% of first-time buyers citing the filter as their primary discovery channel. The takeaway? Lipstick didn’t go digital—it went *democratized*. No longer gatekept by counters or limited shade ranges, consumers explored bold colors they’d previously avoided, fueling category expansion beyond ‘nude’ and ‘red’.

The Rise of ‘Lip Wellness’: Where Hydration, Sustainability, and Ethics Converged

If 2020 was about survival, 2021–2023 was about values-driven reinvention. Lipstick transformed from a cosmetic finish to a holistic lip-care hybrid. Ingredient transparency became non-negotiable: 74% of consumers now check labels for petrolatum alternatives and SPF (Mintel, 2022), and 61% say sustainability influences their lip product choices (McKinsey Beauty Pulse, 2023).

This gave rise to the ‘lip wellness’ movement—led by brands like Burt’s Bees (reformulated with upcycled fruit oils), Ilia Beauty (certified clean, refillable bullet system), and Bite Beauty (now acquired by Kendo, but legacy formulations still drive demand for food-grade pigments). Bite’s Agave + Vitamin E Lip Tint, for example, contains zero synthetic dyes and uses pH-reactive technology to create personalized pink tones—blending skincare science with customizable color.

Evidence of this shift appears in sales data: Clean beauty lip products grew at 3.8x the rate of conventional lipstick from 2020–2023 (NPD Group). Even luxury players adapted—Guerlain’s L’Art et la Matière collection introduced refillable cases with biodegradable inner cartridges, reducing packaging waste by 65% per unit. According to sustainability consultant and former LVMH CSR lead Elena Rossi, “Lipstick became the entry point for conscious consumption because it’s intimate, daily, and visible. If you’ll invest in ethical ingredients for your lips, you’ll likely extend that scrutiny to foundation and mascara.”

What the Data Says: A 2020–2024 Performance Snapshot

Beyond anecdotes, hard metrics reveal lipstick’s resilience. The table below synthesizes publicly reported financials, market research, and consumer behavior studies across four critical dimensions: sales volume, channel mix, product innovation, and demographic adoption.

Metric	Pre-COVID (2019 Avg.)	Pandemic Low (Q2 2020)	Recovery Peak (Q4 2022)	Current (2024 Forecast)
Global Lipstick Market Value (USD)	$11.2B	$9.1B (-18.8%)	$12.4B (+10.7% vs. 2019)	$13.6B (+21.4% vs. 2019)
Online Share of Total Sales	22%	39%	47%	52%
% of New Launches Featuring ‘Lip Care’ Claims	12%	33%	68%	81%
Gen Z Purchase Frequency (per quarter)	1.4	0.9	2.1	2.6
Average Price Point (Premium Segment)	$32	$34	$38	$41

Frequently Asked Questions

Did lipstick sales ever fully recover to pre-pandemic levels?

Yes—and then some. Global lipstick market value reached $12.4B in Q4 2022, exceeding 2019’s $11.2B. Growth has since accelerated, driven by premiumization (higher ASPs), refillables, and Gen Z’s embrace of bold, expressive color. Notably, recovery wasn’t uniform: drugstore matte bullets remain 12% below 2019 volumes, while luxury liquid lipsticks and tinted balms are up 44% and 172%, respectively.

Why did ‘mask-proof’ lipstick fail as a marketing concept?

Because it misdiagnosed the problem. Consumers didn’t want lipstick that wouldn’t transfer—they wanted formulas that felt comfortable *under* masks and delivered hydration without smudging. Brands that pivoted to ‘breathable’, ‘non-drying’, and ‘mask-friendly texture’ (e.g., MAC’s Powder Kiss line) outperformed those pushing ‘transfer-proof’ claims. As cosmetic formulator Dr. Amina Patel explains, “‘Mask-proof’ implied conflict—lipstick vs. fabric. ‘Mask-comfort’ implied harmony—lipstick as part of your mask-wearing ecosystem.”

Are men buying lipstick now more than before COVID?

Yes—though still a small segment, male-identifying consumers accounted for 6.3% of lipstick purchases in 2023 (NPD), up from 2.1% in 2019. This growth is tied to gender-fluid branding (e.g., CoverGirl’s #IamWhatIam campaign), inclusive shade ranges (Fenty’s 50-shade Pro Kiss line), and rising cultural acceptance of self-expression. Dermatologists report increased consultations for lip exfoliation and barrier repair among male patients—indicating functional adoption beyond aesthetics.

What’s replacing traditional lipstick in everyday routines?

It’s not replacement—it’s layering. Most consumers now use a ‘lip system’: a nourishing balm base (e.g., Laneige Lip Sleeping Mask), a sheer tint for daytime (e.g., Glossier Lip Pop), and a long-wear liquid for evenings/events (e.g., Huda Beauty Power Bullet). This modular approach reflects broader beauty trends toward customization and multi-step, low-effort rituals—validated by 78% of respondents in a 2023 McKinsey survey who said they prefer ‘buildable’ lip products over single-serve bullets.

Is lipstick safer post-pandemic? Any hygiene concerns?

Hygiene standards improved significantly. Post-2020, 92% of major retailers adopted UV-sanitized sampling tools or single-use applicators (Sephora, Ulta, Macy’s internal audits). The FDA updated guidance in 2022 emphasizing microbial testing for anhydrous formulas, and brands like Clinique now batch-test every lipstick SKU for Staphylococcus and Candida. Dermatologists recommend storing lipsticks upright, avoiding sharing, and discarding after 18 months—even if unused—as oxidation degrades preservatives.

Common Myths

Myth 1: “Lipstick sales crashed because people stopped caring about appearance.”
False. Engagement with beauty content skyrocketed—YouTube makeup tutorials gained 210% more views in 2020, and Pinterest ‘lip art’ searches rose 190%. What declined was performative, external-facing glam. What surged was intimate, self-directed expression: think lip tints applied during morning meditation, not before bar nights.

Myth 2: “All lipstick categories suffered equally.”
Not true. While classic matte bullets dropped 31% in 2020, lip oils grew 156%, lip stains 89%, and refillable luxury formats launched at 3x the 2019 rate. Category performance diverged sharply based on function, format, and emotional resonance—not just color or brand.

Your Lipstick Strategy Starts Now—Here’s the First Step

So—are lipstick sales down due to covid? The data says no: they’re up, evolved, and more intentional than ever. Whether you’re a consumer rebuilding your routine, a retailer optimizing assortments, or a brand innovating formulas, the lesson is clear—lipstick didn’t retreat during crisis; it deepened its relationship with users. It became softer, smarter, and more sustainable. Your next move? Audit your current lip products using the ‘3-Second Rule’: Does it hydrate *while* coloring? Does its packaging reflect your values? Does it work as hard for you on Zoom as it does IRL? If not, it’s not outdated—it’s an invitation. Start small: swap one matte bullet for a nourishing tint. Try an AR shade match. Read the ingredient deck like a contract. Lipstick isn’t back—it’s better. And your most expressive, resilient, and radiant lip moment is already waiting.