The only way isn't just Essex... new research from Debenhams has found ladies from northern towns such as Newcastle and Liverpool, as well as Scottish babes, are also loving their false lashes, fake tan and marathon primping sessions for a night out.
The beauty survey found Debenhams has revealed that different areas of the country favour a varying amount of slap.
Northern celebrities, such as WAGs Coleen Rooney and Abbey Clancy, are thought to inspire the Essex-esque beauty trend up north.
By contrast, ladies in the south were found to be more interested in the natural look. Cult product YSL's Touche Éclat, flattering tinted moisturisers and pore-perfecting powders fly off the shelves in London, Exeter and Brighton Debenhams stores.
In contrast, glam red lipstick reigns supreme in the Midlands - the classic look sells best in Birmingham and Nottingham. The Midlands women also know how to apply it with matching lip-liners also featuring regularly in their shopping baskets.
In Ireland and Wales, there is a love of mascara and eyeliner. Mascara is the enduring favourite of the Celtic regions as best demonstrated by Welsh songstress Katherine Jenkins and Irish television presenter Christine Bleakley.
Ruth Attridge, spokesperson for Debenhams said: "Our lipstick sales are up 19 per cent, mascara sales up 21% and nail varnish up 21% when compared to last year.
"This beauty research helps us manage where we send our stock and when. Shipments of fake tan will be winging their way up North to satisfy the Thursday rush while we'll also make sure Londoners don’t miss out on their Touche Éclat fix.
"However, when it comes to starting the Saturday night getting-ready ritual in store, The Only Way really is Essex".