I never leave the house without makeup on. Not because I feel I have to, but because I choose to. It’s never really about how I look, but more about how I feel. Stronger. More in control. More like me. 

Now the science backs it up. A fascinating study by Procter & Gamble, in collaboration with Harvard and Boston University, confirmed what many of us instinctively know: makeup doesn’t just make us feel more confident - it also changes how others see us. 

Women who wear makeup are perceived as more likeable, competent and trustworthy than those who don’t. It’s a kind of self-affirming cycle, the confidence you feel is mirrored in the way you’re received. And you wonder why I never go without?

At Studio10, we’ve heard so much anecdotal evidence from all of you in support of the idea that make-up is much more than skin deep: it contributes to our emotional wellbeing and our sense of self-esteem.

Presilah Núñez Davis, the brilliant host of the Respectfully Speaking podcast, has talked about the moment she realised this. She’d popped to her local corner shop wearing makeup - a first - and the guy behind the till struggled to place her. “My presentation was giving off vibes that I was somebody who was important, somebody who should be taken seriously, somebody who is overall confident,” she said.

She checked out the study and discovered that “women who wear light makeup are seen as more competent, more confident, more valuable, more likeable and, in the end, more hireable. So yes, they end up making more money. It’s actually quite simple. Polished presentation signals confidence, because without even opening your mouth, you tell people, ‘I value myself, so you should value me too.’”

The study’s 25 female subjects, aged 20-50 and white, African-American and Hispanic, were photographed with bare faces, then in three makeup looks that researchers called “natural”, “professional” and “glamorous”. One hundred and forty-nine adults looked at the pictures for 0.25 seconds each - enough time to make a snap judgment. Then 119 different adults were given unlimited time to look at the same faces. The results?

The participants judged the women wearing all three makeup looks as more competent than those with bare faces - whether at a glance or on longer inspection. But the “glamorous” option also had a downside. Over time, there was a potential “lowering of trust” from the viewers. So where does the sweet spot lie?

“There are times when you want to give a powerful ‘I’m in charge here’ impression, and women shouldn’t be afraid to do that,” said Dr Sarah Vickery of Procter & Gamble, who is a co-author of the study. “Other times you want to give off a more balanced, more collaborative appeal.”

It’s all about control. Cosmetics “can significantly change how people see you, how smart people think you are on first impression, or how warm and approachable, and that look is completely within a woman’s control, when there are so many things you cannot control.”

But does focusing on others’ perceptions miss the point of what makes makeup powerful? I don’t think so. We choose, say, the best foundation for mature skin or the best lip gloss to transform not just how we are perceived, but to change the way that we feel. And that’s why we at Studio10 are creating products to meet your needs, not the other way round.

We’re changing the face of ageing. Let’s have fun in the process.