Recession Beauty: How Economic Pressure is Redefining Beauty Culture

Trends Agency

Economic uncertainty and the ongoing tariff turbulence are reshaping the beauty industry, prompting a shift toward value-driven consumer behavior. Cosmetics Inspiration & Creation examines the rise of Recession Beauty - a direct response to the current economic climate and how economic pressure is redefining beauty culture.

“As consumers watch their spending, holding back becomes more than just a financial statement - it's an act of empowerment.” Leila Rochet, Chief Inspiration Officer, Cosmetics IC

The Beauty of Less – Smart Restraint

Gone are the days of overflowing vanities and impulsive beauty splurges; today’s consumers are embracing restraint as a form of empowerment. Movements like Project Pan are leading the charge, encouraging users to use up every last drop of their products before replacing them, turning visible empties into badges of honor for social media (Google searches for these videos have surged by +91% YoY1). The trend has reached haircare too: recession blonde - a low-maintenance, budget-friendly shade - has gained popularity as people cut back on salon visits. It's a clear example of how financial caution is directly shaping beauty aesthetics.

The Value Recalibration - Dupe Economy

As cost-of-living concerns grow, consumers aren’t just spending less, they’re spending smarter. Against this backdrop, the dupe economy continues to thrive. Far from being seen as a compromise, dupes are now symbols of clever consumerism.

With a BoF x McKinsey report finding that 1 in 3 U.S. adults intentionally buy dupes, it is no wonder brands are now centering their entire identity around duping. MCoBeauty is a prime example, with its $14.99 Flawless Glow Luminous Skin Filter being a clear nod to Charlotte Tilbury’s $49 version. And it's a strategy that is paying off - the brand has experienced a +595% YoY increase on U.S. TikTok views.2 As a counterpoint, legacy brands are trying to reassert their value - Charlotte Tilbury’s Legendary. For a Reason. campaign is an open attempt to reinforce edge by emphasising expertise and innovation.

Bargain Culture – The Treasure Hunt Economy

Today’s beauty consumers aren't just looking for lower prices, they’re seeking the thrill of the find. Bargain culture has transformed beauty shopping into a treasure hunt, fueled by social media, peer recommendations, and gamified retail experiences.

TikTok’s #affordablemakeup hashtag saw a +11.4% YoY spike2, while The Ordinary’s Choose a Price campaign, letting shoppers pay what they could, earned respect for its inclusive, community-driven pricing model. In February, L’Oréal Paris sponsored multiple influencers for a campaign that championed the affordability of its products. Creator @bethennyfrankel posted a video praising the Plump Ambition Hyaluron Lip Oil as being better than expensive alternatives, generating an Earned Media Value of $185K.3

On platforms like TikTok Shop, affordability is met with immediacy, as consumers seamlessly switch from livestreams to shopping. During Black Friday 2024, TikTok Shop sales hit $100 million, overtaking platforms like Shein and Temu (Reuters). Brands like BPerfect are excelling in this social commerce space, with a record-setting livestream in March 2025 generating over $325,000 in sales (TikTok).

In today’s value-led beauty landscape, TikTok Shop is proving to be a platform with real clout - driving sales, shaping trends, and turning influencer content into powerful, purchase-ready moments.

WHAT’S NEXT?

Today’s beauty culture embraces strategic restraint, celebrates smart substitutes, and prizes authenticity over excess. The future of beauty isn’t necessarily less - it’s leaner, smarter, and far more intentional. Value is more than a price tag; it's a new aesthetic ideal.

Find out more about Recession Beauty in the latest What’s Up report.

Join Cosmetic IC’s conference at the MakeUp in Paris (June 18, 1:30-2:15pm – Workshop zone), and at the agency’s booth - find them in the Trends Zone, booth T1 on June 18 & 19.

Sources:

1. Spate NY Tool – U.S. Google searches - from Apr 2024 to Mar 2025 vs. Apr 2023 to Mar 2024

2. Spate NY Tool – U.S. TikTok views - from Apr 21, 2024 to Apr 20, 2025 vs. Apr 23, 2023 to Apr 21, 2024

3. Tribe Dynamics – EMV (Earn Media Value) in February 2025

Cosmetics Inspiration & Creation is an international trend forecasting and consulting agency founded in Paris in 2007. The agency is dedicated to driving beauty and wellness innovation, helping brands identify new pathways and realize long-term growth through strategic foresight and trend inspiration.

In a consultancy capacity, our global team of industry experts, cultural strategists, product developers, and beauty chemists works closely with brands to inspire new product directions and build innovative concepts. We have worked alongside the R&D departments of some of the world’s leading makeup and skincare brands, to elevate their scientific message and inspire future-proofed innovation.