COVID-19 has changed a lot of things. (Contender for the understatement of the year?)

Run your finger a fair way down that list of things and eventually you’ll hit what I want to talk about today: makeup.

If you need a refresher of what that is, well, I won’t blame you. Like many, mine has been gathering dust alongside my high heels and passport. Oh, and bra.

But as things (slowly) open up and get more social, more and more of us are slowly creeping back towards our makeup collection - with one major difference. Masks.

How to do a smokey eye. Post continues below.

Is this the end of 'The Lipstick Effect'?

You’ve probably heard of the lipstick effect. It refers to the sales of small luxuries (like lipstick) in times of economic downturn.

While spending on big ticket items drop, history has shown that consumers still tend to buy these smaller, more affordable items during difficult times as a 'treat' to forget about their financial problems.

(Just ask my postman.)

In fact, some say that an increase in sales of small luxuries like lipsticks can actually indicate an oncoming recession or period of diminished consumer confidence.

Reportedly coined by Estée Lauder chairman Leonard Lauder in 2001, market research firm Kline found some evidence for 'the lipstick effect' through four recessions from 1973 to 2001.

Lipstick has always been a powerful tool.

Let's rewind even further.

During the Second World War, lipstick wasn't just an adornment but actually considered part of a woman's patriotic duty.

'War paint' in every sense of the word, according to Bustle a swipe of red lipstick was considered a morale booster for both the women at home and men on the front - as well as a pointed statement to Hitler who hated women wearing makeup.

The relationship and influence of war on makeup is actually fascinating - for example, there’s a very particular reason we call it a lipstick bullet. I highly recommend reading this comprehensive piece fromBustle that deep dives into the subject.

Given the significant impact of COVID-19, there's absolutely no doubt there are trying economic times ahead. The pattern set by the lipstick effect is likely set to continue - but with mandatory mask wearing in many places, it won't be lippie we'll be treating ourselves to.

The New Makeup Rules.

Anyone who's worn a mask for more than five minutes will know that lipstick just ain't practical.

Taking your mask on and off for eating or drinking or even just having your mouth completely covered any time you leave your house (that’s us, Victoria) means attention has shifted to above the nose. Now, it’s all about the eyes.

Bold eyeshadows, colourful eye liners, intricate blending, perfectly groomed brows… or just a swipe of something, anything, to distract from your unwashed hair. Ahem.

After months of wearing nothing - and despite my larger-than-normal collection of lipsticks I’ve always counted on as a finishing touch for an outfit - I’m actually looking forward to getting creative with makeup again.

Pink graphic liner for a Monday morning meeting? Why not! Sapphire glitter for my weekly grocery shop? Of course! A carefully blended sunset eye to take the bins out? Obviously!!

It's the perfect opportunity to go bold with colour, graphic design and glitter to add some depth and excitement to your makeup look. (Goodness knows there’s little going on elsewhere!)

My Morphe x James Charles palette ($59) is full of vibrant colours so prime for experimentation, while the Mecca Max Single Shadows ($8) come in a range of wearable and brighter shades. You don’t even need a brush - one swipe on your lid with your fingers and you’re pretty much ready to go.