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Every morning, across every city, in every country, someone reaches for the same thing before they even touch their phone. It’s not moisturizer. Not foundation. Not mascara. It’s lipstick. And it’s not even close.
According to market data from Euromonitor and Statista, lipstick remains the single most purchased and used cosmetic product worldwide. In 2025, over 2.1 billion units were sold globally - more than foundation, eyeliner, blush, or even mascara combined. That’s roughly one lipstick sold every second for every person on Earth. It’s not just popular. It’s essential.
Why? Because lipstick doesn’t just change your look - it changes how you feel. A swipe of color can make you feel confident before a job interview, powerful before a presentation, or simply put-together after a long day. Unlike foundation that needs blending or mascara that smudges, lipstick is fast, forgiving, and portable. You can reapply it in the car, at your desk, or in the bathroom without a mirror.
It’s also the most versatile. You can go from a nude tint for work to a bold red for dinner, all with the same tube. Brands know this. That’s why companies like Maybelline, MAC, Fenty Beauty, and Revlon release dozens of shades every year - not just for trends, but because lipstick is the one product people buy again and again. It’s a low-cost, high-impact ritual.
How Lipstick Beats Other Cosmetics in Daily Use
Let’s compare. Foundation? Most people use it 3-4 times a week, not daily. Many skip it on weekends or when they’re not going out. Mascara? It flakes. It smudges. It requires a remover. Eyeliner? Too precise for rushed mornings. Blush? Often forgotten. Bronzer? Only for certain lighting or occasions.
Lipstick? People use it every day. A 2024 survey by YouGov across 12 countries found that 68% of women aged 18-45 apply lipstick daily - even if they wear no other makeup. That number jumps to 82% in urban areas like London, Tokyo, and New York. Men are using it too. Gender-neutral lip tints from brands like Fenty and Kosas have seen a 200% sales increase since 2023.
It’s also the most culturally universal. In Japan, women wear sheer, glossy lip colors daily as part of their “no-makeup makeup” look. In Brazil, bold reds are standard office wear. In Nigeria, lip stains last all day without touch-ups - a practical necessity in hot climates. In the U.S., 7 out of 10 women say they feel more professional when wearing lipstick, even if they’re working from home.
The Psychology Behind the Lipstick Habit
It’s not just about looks. There’s science behind why we reach for it. A 2023 study from the University of Sussex found that applying lipstick triggers a small but measurable dopamine release - the same brain response linked to getting a compliment or finishing a task. It’s a micro-routine that gives control, especially during chaotic days.
It’s also a signal. In social psychology, lip color is one of the most powerful non-verbal cues. Red lips are associated with confidence and authority. Pink tones signal warmth and approachability. Nude shades suggest naturalness and calm. We don’t think about this consciously - but others do. And we know it.
That’s why lipstick survives economic downturns. When budgets shrink, people cut back on skincare serums or luxury fragrances. But they still buy lipstick. In 2022, during global inflation, lipstick sales only dropped 3%. All other makeup categories fell by 12-20%. Why? Because it’s the cheapest way to feel like yourself.
What Makes a Lipstick Last - and Sell
Not all lipsticks are made the same. The ones that sell best have three things: long wear, comfortable texture, and shade variety.
Long wear means staying put through coffee, meals, and talking. Matte formulas used to be the go-to, but they dried lips out. Now, the winners are hybrid formulas - satin-matte, balm-infused, or cushion-tinted. Brands like Rare Beauty’s Liquid Lip, Charlotte Tilbury’s Pillow Talk, and Glossier’s Generation G dominate because they don’t crack or bleed.
Texture matters more than ever. People don’t want to feel like they’re wearing paint. They want something that feels like a moisturizer but acts like pigment. That’s why 70% of top-selling lipsticks now include hyaluronic acid, squalane, or vitamin E.
And shades? The best-selling colors aren’t trends - they’re timeless. Nude-beige, soft rose, and classic red make up 65% of global sales. But the real growth is in inclusive shades. Fenty Beauty’s 40-shade range in 2017 changed everything. Now, every major brand offers 20+ shades for deeper skin tones. That’s not just diversity - it’s demand.
Who’s Buying It - And Where
China leads global sales, with 480 million units sold in 2025. But growth is fastest in India and Brazil, where urbanization and social media are driving new users. In India, lipstick sales jumped 31% in 2024 - mostly among women under 25 who bought their first tube on TikTok.
Online sales are up. 62% of lipstick purchases now happen through apps or websites. But here’s the twist: people still want to test colors. That’s why Sephora, Ulta, and Boots have invested in digital shade-matching mirrors. You scan your skin, get a recommendation, then buy the exact shade you tried virtually.
And the brands winning? Not the old giants alone. Indie brands like Rare Beauty, Milk Makeup, and Tower 28 are stealing market share with clean ingredients, refillable packaging, and TikTok-friendly names like “Pillow Talk” or “Balm Boss.” They’re not just selling color - they’re selling identity.
What’s Next for Lipstick?
The future isn’t just about color. It’s about function. Smart lipsticks are coming - with sensors that track hydration levels or UV exposure. Refillable cases are now standard for premium brands. Subscription services like Lipstick Club deliver new shades monthly.
But the core hasn’t changed. People still want to feel like themselves - just better. And for most, that still starts with a swipe across the lips.
So if you’re wondering what the most used cosmetic product is - it’s not the one with the biggest ad budget. It’s the one that fits in your pocket, lasts all day, and makes you feel like you’ve got it together - even when you don’t. That’s lipstick. And it’s not going anywhere.
Is lipstick really used more than foundation?
Yes. While foundation is popular, it’s used less frequently - often only on special occasions or for work. Lipstick, on the other hand, is worn daily by over two-thirds of women globally, even when no other makeup is applied. Sales data confirms lipstick outsells foundation by nearly 2-to-1 in unit volume.
What’s the best lipstick for everyday use?
For daily wear, look for a satin-matte or tinted balm formula with hydrating ingredients like squalane or hyaluronic acid. Shades like soft rose, warm nude, or muted berry work well on most skin tones. Brands like Rare Beauty, Fenty Beauty, and Glossier offer long-wearing, comfortable options that don’t dry out lips.
Do men wear lipstick too?
Yes - and it’s growing fast. Gender-neutral lip tints and balms from brands like Fenty, Kosas, and Pat McGrath Labs are popular among men who want to even out lip tone, reduce dryness, or add subtle color. Sales of these products rose over 200% between 2023 and 2025, especially in cities like London, Berlin, and Los Angeles.
Why do some lipsticks last longer than others?
Long-wear lipsticks use film-forming polymers that bind pigment to the lips, reducing transfer. But modern formulas also include emollients to prevent cracking. The best balance is a hybrid: pigment-rich but skin-conditioning. Avoid old-school matte formulas that lack moisture - they flake and feel uncomfortable over time.
Are expensive lipsticks worth it?
Not always. Many drugstore brands now match luxury performance in wear, comfort, and shade range. The main differences are packaging, scent, and brand prestige - not quality. You can find excellent formulas from Maybelline, NYX, or e.l.f. for under $10. Spend more only if you value refillable cases, sustainable packaging, or exclusive shades.