Gen Z’s Self-Reward Style: Behind the Lipstick Economy Phenomenon (An Analysis from the Perspective of Islamic Economics)

Abstract

Introduction/Main Objectives: This study examines how Gen Z interprets the lipstick economy in the digital era, focusing on the roles of social media, social validation, and online loans in shaping self-reward motives and non-essential consumption. Research Methods: A qualitative phenomenological approach involved four Gen Z informants aged 21–27 who actively use TikTok Shop and Shopee and have used online loans for self-reward purchases. Data were collected through in-depth WhatsApp interviews and analysed thematically. Finding/Results: Three themes emerged: social media pressure encourages validation-seeking purchases; self-reward is viewed as compensation for mental exhaustion; and online loans are normalised as “healing tools” despite generating financial anxiety. Conclusion: Gen Z’s lipstick economy functions as both a coping mechanism and a consumption trap. Digital financial literacy is therefore needed to help Gen Z distinguish emotional recovery from impulsive consumerism.