The Know Daily - Tuesday 9 June 2026

_{Read in 4m 07s ∙ Listening to Dan + Shay ∙}

A new gene test could help millions of people with breast cancer avoid unnecessary chemotherapy, according to an international trial. Researchers found that more than two-thirds of participants could be treated with hormone therapy alone, without affecting their chances of survival. It means fewer people having to go through the difficult side effects of chemotherapy while still getting the treatment they need. 🫶

💄 The lipstick effect

L'Oréal's latest sales figures have reignited interest in a decades-old economic theory: the lipstick effect.

Tell me more.
The lipstick effect is the idea that during periods of economic uncertainty, people often cut back on major purchases but continue spending on smaller treats. The theory suggests that when a new car or holiday feels out of reach, a lipstick, fragrance, coffee or other affordable indulgence can offer a similar sense of reward at a much lower cost.

When has it happened before?
The concept became famous during the early 2000s economic slowdown, when beauty sales appeared to remain surprisingly resilient despite broader consumer caution. Since then, economists and marketers have repeatedly looked for signs of the phenomenon during recessions, periods of high inflation and times of financial uncertainty.

So why’s it happening now?
According to The Times, beauty brands including L'Oréal are continuing to see strong demand despite pressure on household budgets. At the same time, consumers are becoming more selective about where they spend their discretionary income.

As Forbes reports, younger generations in particular appear to be embracing a modern version of the lipstick effect. In fact, according to the Bank of America, more than half of Gen Z buy a small treat every week. Rather than aspiring to large status purchases, many younger consumers are focusing on smaller things that provide enjoyment, self-expression or a sense of control. Today's "lipstick" might still be a lipstick. But it could also be a niche fragrance, matcha, new book, wellness product or hobby purchase.

Why does it matter?
Because consumer spending tells us a lot about how people are feeling. The lipstick effect suggests that even when economic confidence is low, people still look for ways to treat themselves and create moments of joy. It's also a reminder that spending habits aren't always driven purely by logic. Sometimes, a £10 treat can feel more valuable than a much bigger purchase.

📱 New restrictions on social media for under-16s are set to be announced by Sir Keir Starmer in the coming days.

• The bigger story: The plans being considered include options ranging from a full ban – similar to Australia – to more targeted limits on certain types of content or platforms seen as higher risk. Ministers have been weighing how any system could be enforced, including age verification and potential exemptions for less harmful services. The move follows growing political pressure from opposition parties and some Labour MPs, as well as a recent public consultation on the issue. 

🐙 Record numbers of octopuses that were found off the south-west coast of England last year have spread to Wales and Scotland, a study has found.

💶 An additional €5 million has been pledged by the EU to support the response to Ebola cases in the Dominican Republic of Congo.

🎓 One in ten new UK graduates plan to leave the UK in search of better job opportunities, a new survey has found.

🌋 Mount Vesuvius has been spotted by an astronaut aboard the International Space Station – check out the pic here. 

📿 AI-powered pendants that could record conversations are reportedly being developed by Meta.

🍽️ The world’s culinary capital for 2026 has been announced… but foodies might have to book flights before tables!

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