A trend aptly named “underconsumercore” has taken off on TikTok, with influencers discussing how they will or have cut back on spending, particularly on fashion and beauty. In the latter category, some have even gone so far as to start “project pans,” setting aside a certain amount of product each month in hopes of using it all up until they start to see the bottom of their makeup containers.
“I don’t think anyone who has a ton of makeup is happy with how much they have,” TikTok user Elicia Berman, who is running a no-buy campaign to buy no beauty or fashion products until the end of 2024, said in a video on the subject. “They all agree that there must have been some other reason that led them to buy so much.”
For many who grew up in the heyday of YouTube, beauty hoarding culture has become somewhat of a norm. Yet beauty products in particular feel like one of the easiest ways to satisfy a shopping urge, so it’s common to see people with makeup collections that span multiple IKEA Alex Drawers and even dedicated beauty salons. But when does this overconsumption translate into hoarding? And when you buy products, especially those related to your beauty routine, are you really necessary?
Read on to find out how the beauty industry is secretly fuelling shopping addiction.
Experts featured in this article
Carolyn Mair is a chartered psychologist, fashion business consultant and author of The Psychology of Fashion.
Why do people stock up on beauty products?
There are a few reasons why the beauty industry is the perfect gateway into shopping addiction, and many brands are capitalizing on that emotion as a marketing strategy. “One reason is the emotional gratification and relief that beauty products provide,” psychologist Carolyn Mair tells PS. “Beauty products are often symbols of self-care, luxury, and aspiration, and if our reference group has them, we can feel a sense of FOMO if we don’t get those products, too.” Have you ever seen your favorite influencer rave about a product (or five), and suddenly had the urge to want that product? How about a beauty campaign that touches on all the emotions you’re experiencing at one point? So much so that it feels like the company is speaking directly to you to buy their product.
“Marketing strategies are designed to stimulate consumer desire,” says Mair. “This need to satisfy desire is heightened even more when a product is promoted as a limited edition or available for a limited time.” If people claim that something is “selling out” or the item ultimately becomes unavailable before they can make a purchase, they may feel even more compelled to get the item. This fear of missing out is an emotion that many brands naturally try to create to promote their products and, therefore, increase their business profits. As a result of this FOMO, people may not only want to get their hands on a particular product, but may also want to buy multiples of their favorite items in case they run out and never get them again.
Luxurious beauty is a symbol of wealth
Another reason it’s so much easier to stock up on beauty products is that they provide the same luxury experience as purchasing luxury fashion items, but at a fraction of the cost. “Compared to luxury fashion, luxury beauty products are more accessible and therefore easier for a wider range of consumers to collect,” says Dr. Mair. “Purchasing these items fulfills a need for prestige and self-gratification, creating an immediate emotional high that can lead to repeat purchases – this is more about feeling good than any utilitarian need for the products.”
Remember when Dior blush and subsequent lip oils were all the rage? One of the main reasons people buy these items is because they add a little luxury to their daily routine. This rhetoric is the same one used when beauty lovers and collectors buy $50 Chanel compact mirrors or $30 Aesop hand creams. These products “help” elevate the everyday or mundane experience, making the wearer appear better-equipped than most. These items also function as symbols of wealth.
“High-end/luxury beauty brands typically communicate exclusivity and prestige associated with wealth and status through their price, packaging and marketing,” says Dr. Mair. “Celebrity endorsements reinforce this by presenting these items as part of the glamorous lifestyle of the rich and famous.” Having a celebrity become the face of a heritage brand is big because it’s essentially a merger of two independent brands, widening the potential customer base to buy the products you’re selling.
The difference between collecting and storing
So how do you know if your makeup collection is simply larger than normal, or if you’re actually hoarding products? The difference, according to Dr. Mair, is how each behavior impacts you. “Collecting and hoarding are different behaviors,” says Dr. Mair. “Collecting is driven by an appreciation for the aesthetic, brand value, and joy of ownership — it’s like a hobby or a status symbol. Hoarding, on the other hand, is driven by anxiety, fear of scarcity, or an emotional attachment.”
Collecting things is a controlled, purposeful behavior. It is seen as a symbol of prestige and is generally seen as a more positive behavior. “Hoarding is compulsive and viewed as negative due to its association with mental health problems and negative impact on living circumstances. The transition from collecting to hoarding occurs when the behavior negatively impacts daily life,” says Dr Mair.
Are you having trouble getting rid of beauty products or are you craving new items? Is your makeup collection taking up more space than you expected? If so, you may fall into the category of hoarding disorder, and your urge to buy makeup may stem from a deeper issue. So, if you think you have symptoms of hoarding disorder, you can seek help from a mental health or medical provider who specializes in treating this disorder.
If you suffer from a shopping addiction, you’re not alone: around 5% of the adult population worldwide consider themselves to be compulsive shoppers. On the plus side, there are ways to get help, including tracking your spending, setting budgets and more, depending on the severity of your situation.
“Peer pressure and social media lead us to compare ourselves to others and conform to certain beauty trends,” says Dr Mair. “Purchasing these products fulfills our need for instant gratification and promotes a positive sense of ‘self-care,’ making beauty shopping a popular form of retail therapy.”
Most people want to look their best, and beauty brands have the unique power to speak directly to our physical insecurities. Still, it’s important to remember that you need to be able to use up the products you buy. Having too much can make it harder to use them up before the expiration date, exacerbating the problem. So when you’re shopping, it’s important to be conscious of how you plan to consume the beauty products you buy.
Ariel Baker is the Deputy Editor of PS Beauty. Her areas of expertise include celebrity news, beauty trends, and product reviews. She has also contributed to Essence and Forbes Vetted.
