It is not as if trying to comb over or seeking to cover up the patch with something or other is not a preoccupation of balding men alone, it looks like.
Up to 20 per cent of women aged over 30 and half of women over 60 are affected by some degree of female pattern hair loss, Australian researchers note.
Of course in men, 30 per cent of those aged over 30 and half of those over 50 are affected.
While men commonly develop receding hairlines and bald patches on the crown, women tend to thin diffusely over the front and top of the head.
Dr Francesca Collins, lecturer in behavioural studies in Monash University, said female pattern hair loss, or androgenetic alopecia, had a devastating impact on many sufferers.
"The psychological effect can be really profound," she said.
"We've worked with women who cover the mirrors in their house.
"They will not look in mirrors, because they don't want to be continually reminded that they're losing their hair.
"If they're walking down the street with a group of friends, they'll stand at the back of the group so people aren't looking at their head.
"If they're going to dinner, they will always get to the restaurant early so they can get the seat in the corner or not under a light.
"There are quite elaborate rituals which go around concealing the fact they are losing their hair."