New beauty launches can be expensive territory for the makeup addict. As each season approaches, ever more tempting products wriggle their way into the ‘I want it’ mindset. Whether it’s a new liquid blush, bronzer, to die for eyeshadow palette, or a complete bundle, ‘newness’ speaks louder than the voice of reason. It’s eye candy in its purest form and why so many beauty fans use buy now, pay later apps. The urge to splurge simply can’t wait.
Collecting makeup is a ‘thing’ right now - not just in the UK but in the US and further afield. Amassing substantial quantities of cosmetics, more than anyone could possibly use in their entire lifetime, has become a race. Who’s got the most? How are they displaying it? What brands are they into? And the race every makeup addict wants to win is checking out with a new product first. ‘I’ve ordered mine’ is an almost obligatory introduction to online shares of new product launches.
It’s not just a single makeup item the addict hankers after. They feel the need to snap up every variation of a product to prove their devotion to a brand. You can see this in hoards of PLouise’s Bad Bitch Energy lip duos and with the Curve Case collection from Made By Mitchell. Right now, there are bedrooms with creaking shelves dedicated to displaying these makeup ‘must-haves’ up and down the country. And it’s probably why additional flavours and shades are being added to popular lines all the time. Brands know when they are onto a good thing.
Not every makeup addict wears makeup. Some people get into collecting cosmetics because they are drawn to a brand's packaging or online presence. This type of collecting can be a straightfroward case of hoarding.
Are you a makeup addict?
You may not have a room over-run with products just yet, but that doesn’t mean you aren’t falling into the makeup addict trap.
While buying something new is a great pick-me-up, it will never be the thrill you want it to be if you don’t need it or can’t afford it. There’s often an aftershock to impulse purchases. It can take the form of regret - ‘Why did I buy that?’. Or it can contribute towards financial difficulties. In 2021, 25.7%* of buy now, pay later users purchased beauty products with credit. That figure is bound to have increased with the arrival of more credit providers and improved accessibility.
The fear of missing out (FOMO) is the single biggest driver of sales for new products. It creates a sense of urgency. Nobody wants to feel left out if they are a fan of a particular brand. It is important to be part of a launch experience and to prove unwavering dedication. You’re a top fan, after all, aren’t you?
Buying a newly launched product is scientifically proven to make people feel good - even if that feeling is somewhat fleeting. The act of checking out, never mind the excitement of actually unpacking the goods, triggers the release of dopamine. That’s a chemical linked to signals in the brain that are closely associated with pleasure and reward. It is recognised as ‘positive reinforcement’ that can encourage repeat behaviour. In the case of a makeup addict, especially in those with low self-esteem, it ensures the buying experience is so pleasurable that it is repeated over and over again. Do you recognise that feeling?
Most people with a makeup addiction eventually come to their senses. After all, who wants to collect something that has a use-by date? Often addicts are moved to downsize their collections because storage has become an issue or their priorities in life have changed. But what about the potential debt that could linger long after all the lip glosses and liquid bronzers have gone?
How to stop hauling makeup
Makeup addicts come from all walks of life and can be any age. While there is evidence to suggest that young children are currently being turned on to collecting, adults are still paying the price. Whatever your age, or personal circumstances, there’s one thing you have to know: you don’t need every single new makeup item. In fact, you probably don’t need 99 per cent of the cosmetics you already own.
Understanding how the brain reacts to the fear of missing out is a starting point for curtailing spending. What triggers your urge to buy? Shopping out of boredom or because of stress are known drivers. For others, it could be all about the buzz of instant gratification. Did you know, some people are driven to spend simply because they are hungry or tired? You can overcome these triggers by diverting your attention to completely free activities, like exercise, that also release feel-good chemicals in the brain and give you an energy boost.
If exercise isn’t for you, how about taking a deep breath before hitting a ‘Buy now’ button or walking up to a checkout? Mindfulness can play a healthy role in protecting finances. How are you feeling? Are you in a trigger zone? Sometimes just putting off a purchase can be enough to make you change your mind. A self-imposed cooling-off period could save you mega bucks every year.
Never going to stop hauling? If makeup is your true passion, how about creating a budget? That way, you can keep track of your spending. Make a note of your essential outgoings and reserve a portion of what’s left for new makeup. Don’t be afraid to set realistic spending limits. You will thank yourself later.
Another way to reduce spending is to buy cheaper alternatives to new products. How about an affordable dupe or something with similar shades by a budget brand? If it’s all about a brand or packaging, take that deep breath!
If none of the above work for you, challenge the need for a product. What will it bring to your collection that you don’t already have? Do you really need it?
Sometimes asking yourself what value a product will bring to your life can break the cycle of addiction. Many people find the answer to that question makes them want to prioritise life experiences over material possessions. It’s why ‘living in the moment’ is such a big thing right now. It’s not just about creating new experiences but shifting the mind into a healthier place.
Need some help to overcome makeup addiction?
If your spending is out of control and you are worried about your mental health, speak to your GP or book an appointment with a qualified therapist.
Are your finances in a mess? For no-judgement debt advice, contact StepChange.
Collecting makeup is exciting - until it just isn’t any more. If you’ve hit that fork in the road, now is the time to ask yourself why you press the ‘Buy’ button so often. Try to address the underlying causes before setting a budget and taking a breather before snapping up the next new launch.
Makeup isn't made to gather dust. How about using what you’ve got before buying anymore?
You've got this!
*Research statistic via Statista
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