According to a new poll, despite the recession, British women are splashing out an extraordinary 1.1 billion pounds on make-up every month.
The survey of more than 1,000 women by cosmetics firm Avon found that women carry an average of 57-pound-worth of cosmetics in their make-up bags, according to a new poll.
In the survey mascara was found to be the most popular item with 62 per cent of women saying it was an essential purchase, while 38 per cent considered lipstick a 'must-have buy'.
Foundation came a close third with 37 per cent of women saying they couldn't do without it, the survey showed.
Cary Cooper, professor of psychology and health at Lancaster University, believes that women probably spend on make-up to help cheer themselves up amid the recession.
"During the recession, many people will feel low because of financial difficulties and may be worried about their job or a partner's job," the Telegraph quoted Cooper as saying.
"Many people buy luxuries in a time like this to make them feel better, whether that is chocolate or make-up.
"Women who feel low want to look better, they go for a haircut, have their nails done or buy new make up. It's a common phenomenon.
"It may make them feel better at the time but it's what psychologists call a temporary palliative, it doesn't solve the problem but helps them to feel better in the short term," he added.
In the survey, it was also found that women between the ages of 16 and 24 carry 69 pounds worth of make-up while 25 to 34-year-old have on average 71 pounds worth of cosmetics.
The survey showed that after this age, women's spending on make-up drops off steadily with the over-55s carrying less than 35 pounds worth of product.