Why Is Everyone So Obsessed with Tinted Lip Balms And Lip Oils Now?

Lipstick sales are falling but balms, oils and skin-loving lip tints have become the new beauty barometer.

Photo: Drew Vickers for Christian Dior Parfum, NARS, Fwee, Chanel, YSL Beauty, and tarte.

By Arissa Ha - published 8 Sep 2025

When Leonard Lauder introduced the “Lipstick Index” in the early 2000s, he was really naming a cultural emotional anchor: during uncertain times, women turned to small luxuries that felt comforting and affordable. A new lipstick tickled the senses—a subtle treat-yourself moment. Today, that anchor still exists, but the aesthetics have evolved.

Sales of classic bullet lipsticks are slipping—prestige lipstick sales in the US dropped by 15 percent in the first quarter of 2025 compared to the same period last year, according to Circana, a retail analytics firm that tracks beauty trends. But the impulse to invest in something that uplifts? That remains. Only now, comfort comes in the form of balms, oils and hybrid tints—products that feel softer, more restorative, and more aligned with how consumers want to look and feel.

Let’s be honest, no one’s reaching for a matte lipstick right now. They’re still there, tucked into makeup bags like relics from a more high-maintenance era. But when it comes to what we’re actually using—what lives in our pockets, our cars, our bedside tables—it’s the balms, the oils, the sheer tints that get worn down to the nub. These are the new staples. Not because we’re lazy, but because life demands flexibility, not full-coverage.

There’s something liberating about that. These days, no one wants to overthink their lip colour. They want something they can swipe on in three seconds and not worry about for the rest of the day. Something that makes them feel like they’ve done something, without doing everything. A tinted balm, a glossy oil—it gives just enough polish to feel pulled-together, but not so much that it feels rigid.

And Gen Z? They figured this out before the rest of us did. They grew up in an era where skincare came first. Lip care wasn’t an afterthought—it was the starting point. Their version of a power lip isn’t matte red. It’s something that nourishes, heals, and reflects light in all the right places. It’s not about looking done. It’s about feeling good, even if no one else notices—especially if no one else notices.

They’re not buying makeup for the fantasy. They’re buying it for real life—for dry lips after too much coffee, for sun protection in the car, for a bit of colour that makes you look awake during a 9am call. They layer their lip products like skincare. They want hydration, a hit of colour, maybe a little plumping action if it comes with peptides. And they want it to feel nice. Is that too much to ask? Apparently not, because the market is full of options that do all of the above and more.

You can see it in the products that have taken off—lip masks rebranded as glossy sticks, oils that double as tints, balms with buttery slip that feel more like a hug than a statement. These aren’t your once-a-week going-out products. These are your every-single-day, toss-in-every-bag, use-until-you-hit-the-bottom staples

And that’s kind of the point. The Lipstick Index used to be a symbol of resilience—women buying red lipstick in recessions because it was an affordable luxury. But resilience looks different now. It’s softer, quieter. It’s a $40 lip oil that makes you feel like you’ve taken care of yourself, even if you didn’t get to your 10-step routine. It’s something you put on before leaving the house because it makes you feel better, not because it makes you look done.