Let $x,y \in \mathbb R^p$, and let $|x| = (|x_1|,\dots,|x_n|)$.
We say that a norm $\|\cdot\|$ on $\mathbb R^p$ is gauge invariant if $\| x\| = \| |x| \|$, and we say that it is monotone if $|x| \le |y| \implies \|x\| \le \|y\|$.
According to Proposition IV.1.1 of Matrix Analysis by Bhatia, these two properties are equivalent. That is, a norm is gauge invariant if and only if it is monotone.
The property you are asking for certainly holds (at least) for this class of norms.
Counter-example. Consider the norm $\|\beta\| = |\beta_1| + |\beta_1 - \beta_2|$ on $\mathbb R^2$. (Example IV.1.2 of the same book.) This norm is not gauge invariant. Let $\beta = (\alpha,\alpha)$ and $\beta_S = (\alpha,0)$ for some $\alpha > 0$. Then, $\|\beta\| = \alpha < 2\alpha =\|\beta_S\| $.
You could also consider $\|\beta\|' = \frac12(|\beta_1| + |\beta_2|) + |\beta_1 - \beta_2|$ which is symmetric and fails in the same way.
EDIT: Here is a proof that gauge invariance implies the desired property using the geometric interpretation in Nick Alger's answer: Suppose that there is a $\beta$ such that $\|\beta\| = r < \|\beta_S\|$ for $S$ some proper subset of $[p]$. For convenience, let us call $S$ the support in the following. Then, there exists $i \notin S$ with $\beta_i \neq 0$. Let us define $\beta_\pm$
$$
[\beta_\pm]_j =
\begin{cases}
\beta_j, & j \in S \\
\pm \beta_i, & j = i \\
0 & \text{otherwise}
\end{cases}
$$
We have $\beta_S = \frac12 \beta_+ + \frac12 \beta_-$ and $r < \|\beta_S\| \le \frac12 \|\beta_+\| + \frac12\|\beta_-\|$. Now, if $\| \beta_+\| \neq \|\beta_-\|$ we have proved the failure of gauge invariance. Thus, assume otherwise, i.e., $\|\beta_+\| = \|\beta_-\|$, which combined with the inequality gives $\|\beta_+\| > r$. We are back with our starting assumption but with the size of the support increased by 1 ($\beta_+$ in place of $\beta_S$ and $S \cup \{i\}$ in place of $S$). Repeating the process, we either obtain a counter-example to gauge invariance or add 1 to the size of the support. This process should terminate before the support reaches the full set $[p]$, producing a counter-example to gauge invariance.