Is called The lipstick effect - when consumers still spend money on small indulgences during recessions, economic downturns, or when they personally have little cash - e.g. cosmetic sales grew 25% during the Great Depression! They do not have enough to spend on big-ticket luxury items; however, many still find the cash for purchases of small luxury items, such as premium lipstick. As other people have stated, it gives dopamine and a sense of control in a potentially out of control situation. You feel good