They say one must suffer to be beautiful and while that may be true, it seems a woman's purse is feeling a good deal of that pain.
Back in 2011, a survey revealed that the average woman spends an astonishing £100,000 on makeup in her lifetime. And a new poll suggests £15k of that sum is spent replacing lost lippy.
The study, conducted by online beauty retailer feelunique.com, found that a typical British woman misplaces £248-worth of pricey cosmetics over the course of a year, amounting to £15,872 over the course of her lifetime.
Commuters are among the worst hit, with one in three losing their lippy on public transport on the way to work, and almost half of that missing makeup disappearing in black cabs.
A quarter of those polled confessed to accidentally dropping an item down the toilet, 27 per cent had left some in a restaurant, and a third had lost out in a love split, cutting their losses and leaving pieces at their ex-partner's house.
Overall, 40 per cent of the women quizzed said they lost at least one item every month, and a forgetful one in ten mislaid at least three pieces.
It's not just the expense of replacing the items that causes problems for British girls. Some 70 per cent of those surveyed admitted they had cancelled a date or business meeting because a loss meant they would be without their war paint.
According to the Daily Mail, a feelunique.com spokesman said: "When we lose a makeup bag it's not just the cost of products we've lost, it's something very personal.
"The contents of a makeup bag are built over time - some will be treasured favourites."
Do you feel lost without your makeup? Would you cancel a date or business meeting if you mislaid your mascara? Leave your comments below...