In times of economic uncertainty, consumer behavior often defies traditional expectations. While large purchases like cars, homes, and vacations decline, smaller luxury items such as lipstick, skincare products, and personal indulgences see a surprising uptick in sales. This phenomenon, known as the Lipstick Effect, has intrigued economists, marketers, and business leaders for decades. It sheds light on how consumers navigate economic turbulence and offers valuable insights for brands seeking to adapt their marketing strategies.