In the aftermath of the 9-9 online sale, many women are counting the days until their packages arrive. There's a good chance it will contain the holy grail of beauty productslipstick. Stained face masks be damned.


People spend on beauty products regardless of economic uncertainty. The 2000s saw the establishment of the "lipstick index," coined by Estée Lauder chairman emeritus, Leonard Lauder, to show that not even the global financial meltdown at that time could stop beauty purchases.

The index proves true during the COVID-19 pandemic, even if face masks and face shields will only cover up a meticulously dolled up face, if the consumer is going out of the house at all. It also doesn't matter whether there's uncertainty over the next paycheck. What gives?

Online marketplace Shopee said it sold a record 12 million items in the first hour of 9-9, peaking at 700,000 in a single minute across the region. All categories "performed well," Shoppee said in a statement to reportr.

Face masks were the top purchase for women (gadgets for men), and lipsticks remained "cult favorites." The top lipstick brands on Shopee? Maybelline, Colourette, L'Oreal Paris, Vice Cosmetics, and Happy Skin. 

Watch now

It's both exciting and normal

On 9-9, women on Shoppee bought Maybelline Sensational Liquid Matte Lip Tint, Lamuseland Waterproof Liquid Lipstick, and Original G21 Super Powder Tint for their lips.

"Beauty consumers, at the core, still seek comfort in the familiar. And makeup remains to be a symbol of confidence and empowerment, through the power of beauty," said L'Oreal Philippines Marketing Head, Maia Ang, who knows lipstick and how to sell it.

"Whether it's looking your best for a Zoom call, or a quick grocery run, we fall back on a beauty routine that grants us a sense of normalcy and even excitement," she said.

The Philippine beauty market has taken the brunt of the pandemic's hit, for sure. But overall, the industry remains resilient in the face of this decline, she said.

What makes a quarantine beauty? 

Marketing strategies are shifting and building on new trends that come with the health crisis. For one, "maskne", a term which refers to acne caused by irritation due to physical friction when one is wearing a mask, has widely been capitalized on by beauty companies to keep their products relevant, especially in the skincare category. 


Lipsticks are now being promoted as "multi-use" to encourage application on other parts of the face, such as the eyes that are still visible with a mask on. 

The pandemic also didn't stop small-time businesses from going out into the lip market.

View this post on Instagram

The OG has been popular among #dewtoday girls that this batch is almost sold out ????

A post shared by ???????? ???????????? ????????????????????: (@todewtoday) on

Rachel Torres, whose brainchild is the launched makeup and skincare hybrid, ToDewToday, said that it was a risk she knowingly took. She believes people are still willing to invest on "everyday privileged essentials".

The target market of ToDewTodayyoung people who stay at home and don't have to spend on necessitiesutilize the little spending power they have on a lip gloss that could keep them busy and presentable online, whether for zoom classes or simply in just taking that selfie for social media.

More From

Get the latest updates from Female Network
Subscribe to our Newsletter!
View More Articles About:
Hustling Lipstick Syn-00292
Trending on Network

Latest Stories

Ellen Adarna Responds to Netizen Who Pointed Out That She Doesn’t Post Drunk Photos Anymore

Her Instagram is now filled with the actress’ bonding moments with her husband Derek and son Elias.

Paolo Contis on Receiving Death Threats from Bashers: “Sino ngayon sa amin ang mas nagkakasala?”

Paolo and his rumored girlfriend Yen Santos have allegedly been receiving death threats after they were spotted at a hotel together.

Kryz Uy Shares Her Thoughts on Letting Her Husband Slater Young Watch Porn

“This whole porn thing, it gets blown out of context because it's not normalized in the society."

Iza Calzado Explains Why She Doesn't Want to Do a Gender Reveal of Her Upcoming Baby

"From an economic standpoint, I think another party that we have to spend on does not make sense to me."
Load More Stories