opinion

The Lipstick Index: What Does It Mean for Adult Retailers?

The Lipstick Index: What Does It Mean for Adult Retailers?

In the early 2000s, economists coined the term “lipstick index” to describe the phenomenon of increased sales of beauty products during economic downturns. In 2008, with the global financial crisis in full swing, sales of high-end lipsticks surged while sales of designer handbags and clothes fell sharply. In 2009, beauty giant L’Oreal reported that its sales had grown by 5% while those of other luxury brands were declining.

Put simply, when people are feeling down about the state of the economy, they’re more likely to splurge on small luxuries like lipstick as a pick-me-up. The lipstick index has been used to predict everything from stock market trends to presidential election results.

Put simply, when people are feeling down about the state of the economy, they’re more likely to splurge on small luxuries like lipstick as a pick-me-up.

It makes perfect sense. After all, any woman with an ounce of honesty will tell you that a bright, bold lip color can easily change her confidence level every time she looks in the mirror. I have often heard women say, during the tiny pep talks we give each other in the powder room, “Put on a little lipstick; it will make you feel better.”

There is also a strong correlation between lipstick sales and the spirit of social change. For instance, following the 2016 presidential election, there was a sharp increase in sales of “protest” lipsticks with bold, rebellious shades like crimson and deep purple. Even the suffragettes who fought for a woman’s right to vote in the 1800s were recognizable by their white dresses and bright red lipstick.

Of course, Coco Chanel said it best: “If you are sad, add more lipstick and attack!”

According to market information and analytics company NPD, lip makeup is now the fastest-growing area in the beauty category, with sales revenue up 48% in the first quarter of 2022, versus the previous year. This upsurge in the lipstick index is perhaps not surprising considering recent attacks on women’s right to proper health care and body autonomy.

I would argue that adult products do even more to cheer people up than other small indulgences. After all, we provide the luxury of pleasure. As adult retailers, therefore, we can show support for women by offering items that help them feel strong, sexy and confident.

Oral pleasure-simulating toys have become a powerful symbol of sexual empowerment for women, as evidenced by the viral attention that the “Rose” toy received on social media. It’s become a trend to invest in one’s pleasure and enjoy oral stimulation without the need of a partner. Based on my own numbers over the last 12 months, the upswing in popularity of these products is evident, so I encourage retailers to stock up on those products, and keep your eyes open for the innovation in this category, because it’s still innovating.

People are also looking for affordable luxury during these tight times, so remember to keep inexpensive enticements within easy reach around the cash wrap area for quick add-ons, and make sure your displays are inviting and clean.

Since my store is in the deep South, and we are very affected by a lack of health care alternatives, I also see people looking for alternative ways to share intimacy and induce pleasure without risking pregnancy. So, I am remerchandising the store to make sure these products are front and center.

Times are difficult for a lot of people right now, but the good news is our products never go out of style. We are in the business of fun, good times, and a natural, healthy lifestyle — and those are the aspects we need to focus on as we position our stores and products in the marketplace. That way, when things pick up, we’ll be ready to meet the challenge with plenty of enticing inventory and a well-trained staff.

In the meantime, put on some lipstick and attack!

Tami Rose is a sexpert and the owner of Mississippi-based adult retailer Romantic Adventures.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
opinion

A Retailer's Road Map for First-Timers' Anal August

Anal August offers a prime opportunity for brands and stores to capture new customers and drive growth in a category that’s gaining mainstream momentum. As consumer interest in anal play continues to rise, now is the time to meet first-time buyers where they are, with approachable products, trusted education and a clear path to pleasure.

Matthew Spindler ·
opinion

Optimizing Your Leadership Through Wellness Practices

For many of us, 2025 has proved intensely stressful — and we’re still only halfway through the year. In times like these, it may seem counterintuitive or even irresponsible to talk about seeking pleasure. Yet pleasure, presence, joy and connection can help you return to a mental and physical state that allows you to face and handle stressors.

Sarah Tomchesson ·
opinion

Chastity Play Is Trending: Why It Should Be in Your Marketing Strategy

From chastity fetishes to power play, erotic control — once considered an esoteric niche within the world of BDSM — is now entering the mainstream. Google searches for “chastity cages,” “chastity fetish” and “orgasm denial” have exploded over the past year, with interest especially high for beginner-friendly models.

Naima Karp ·
opinion

A Look at Adult Retail's Role in Community Care

In the adult retail industry, we focus on empowerment, exploration and connection. We connect people with products that can transform their relationships with their bodies, with their partners and with themselves.

Rin Musick ·
trends

A Deep Dive Into Key Trends Shaping Pleasure Products

In 2025, the pleasure industry is evolving in intentional ways. Rather than racing toward newness for novelty’s sake, brands are reassessing everything from shape and function to what price intended shoppers can afford.

Ariana Rodriguez ·
profile

WIA Profile: Jia Jeng

Modern branding is all about storytelling — and Jia Jeng certainly knows how to tell an authentic, perspective-shifting tale. As brand manager for ID Lubricants, Jeng applies her creative talent to shaping the long-established company’s public image in a way that aligns with her own vision for an ethical future.

Women in Adult ·
profile

Spicerack Market Offers Indie Brands a Launching Pad

Spicerack Market is an ecommerce platform with the heart of an artisan crafter and the soul of a kinkster. On the website, independent sex toy makers, lingerie seamstresses and kink gear craftspeople can set up a personalized shop to sell their handmade wares, unhindered by censorship or bans on adult products.

Colleen Godin ·
opinion

Strategies to Bring Pleasure Brands into the Spotlight

Every brand dreams about landing a feature in The New York Times or Men’s Health — and pleasure brands are no exception. After all, mainstream media coverage isn’t just a vanity milestone. It builds trust, attracts new audiences and opens doors to connecting with retailers, partnerships, and investors.

Hail Groo ·
opinion

Is Your Retail Business Sextech-Ready?

Sextech isn’t just a niche novelty anymore; it’s the future of sexual wellness. From wearable sex toys that provide biofeedback to interactive sex toys with AI capabilities, sextech has made significant progress over the past few years.

Kate Kozlova ·
Show More