But as the crisis mounts, cosmetics companies, whose very business relies upon the now-discouraged practice of touching one’s face, are evaluating their regular practices.

Coty created a “global response team” that meets daily to “actively monitor the situation very closely.” Sephora has its employees wiping down front door handles with Clorox wipes hourly, though early this week consultants in at least one store were still applying makeup from common testers to customers. The company has canceled an annual convention, Sephoria, and said in a statement, in part: “At Sephora, the health and safety of our clients, employees and their families is our first priority. We are monitoring the global Covid-19 outbreak very closely, following the guidance recommended by our government, health officials and local leadership.”

Gucci Westman, a makeup artist and the founder of Westman Atelier, a makeup brand, canceled a Feb. 23 trip to Milan and Paris, where she planned to attend events, see clients and do the makeup for the fashion designer Rosie Assoulin’s presentation, which was called off.

“What’s going to happen is actresses and models will probably end up bringing their own makeup to shoots, or at least their own brushes,” Ms. Westman said, quickly adding: “I’m a freak about washing my brushes, but if you’re in contact with all these people, makeup artists who have done shows in Milan? You don’t really want to kiss those people who have been in Milan.”

Makeup is a daily pick-me-up for many even in difficult times, and there is an oft-cited economic indicator known as “the Lipstick Effect” (more recently debunked). This time around Chris Ventry, a vice president in the consumer and retail practice of management consultancy SSA & Company, optimistically predicted what he called “the Longwear Foundation (or Mascara) Effect.”