Going easy on the blusher or mascara might simply be a matter of personal taste.
But research suggests that how a woman applies her make-up actually reveals telling details about key character traits.
Perhaps unsurprisingly, the study of 1,400 women – based around their cosmetic use and personalities – found that they tend to use most make-up on a first date and the least when they are at home or in the gym.
It also found that heavy users of cosmetics have a greater inclination to be narcissists or extroverts.
Intriguingly, researchers concluded that women who wear make-up the least are more likely to have psychopathic tendencies – and believe they don’t need cosmetics to achieve what they want.
According to the results, the women wearing most make-up were – as well as scoring higher in the narcissism and socialibility stakes – more conscientious than the average female.
They also tended to be well-organised, have an eye for detail and – as might be expected – be concerned about their image and how others see them.
Those who wore less make-up scored lower on narcissism, but higher on psychopathy than the average woman.
Aside from a first date, the occasions when women are most likely to take out the powder puff are when seeing new friends, going for a job interview or meeting the boss.
Remarking on their work, the research team observed: ‘Our findings suggest that certain personality traits, such as narcissism and conscientiousness, are associated with greater make-up usage, while others, like psychopathy, are related to less make-up use.’
Study leader Dr Anthonieta Looman Mafra, of the Universidade of São Paulo in Brazil, said: ‘Wearing make-up may be a social tactic to influence people.
‘We found that women who used make-up the least scored higher on psychopathy and lower on narcissism, suggesting they might use other manipulation tactics.’
She added: ‘In general, individuals who score higher in psychopathy are more confident about themselves and don’t feel the need to please others.
‘They may use more direct tactics of confrontation and manipulation, such as bringing up past favours, shifting responsibility to the person they want to manipulate, gaslighting and attacks disguised as jokes.’
The study was published in the Archives of Sexual Behavior.