How Makeup Builds More Than Beauty—It Builds Confidence (2025)

When you look in the mirror, what do you see? A confident woman who can do anything you want? Or does looking in the mirror reflect someone with imposter syndrome and is afraid to speak up?

In a survey study of 1,000 women in the U.S., 74% wear makeup, according to an article from YouGov reported by Falcon Media. The reason women wear makeup is a result of many factors. According to the study, 49% of women wear makeup primarily for a confidence boost, and 20% use it to hide signs of aging, especially in the office. Feeling good in your skin amplifies the confidence you bring to the table as a leader.

Marisol Perez from Arizona State University spoke at the Arizona Women Leading Government 2019 conference on her research about body image in the workplace. She noted that 72 out of 90 executive women experienced negative body talk in the workplace and found that over 83% of them said their performance in a presentation would be negatively impacted if they felt uncomfortable with their appearance.

Empowerment Of Makeup

The connection between makeup and empowerment emerged during the 1920s as feminist activism and Hollywood actresses gained public attention. These influences prompted beauty industry marketers to promote makeup as a tool to boost self-assurance and showcase personal uniqueness.

For celebrity makeup artist Julia Dantas, makeup has always been a lifeline. At 14, a ruptured appendix and nerve damage left her with a lazy eye. In the vulnerable transition into high school, makeup became her anchor.

“Makeup became so powerful to me because it allowed me to show up in the world differently,” she recalls. “It wasn’t about hiding; it was about regaining control and feeling like myself again.”

That experience attracted her to the industry. She competed on Glam Masters, where Kim Kardashian executive produced the Lifetime beauty competition. The show featured beauty influencers competing in themed challenges, judged by industry experts, including Laverne Cox, Mario Dedivanovic, Kandee Johnson and Zanna Roberts Rassi.

Making it to the finals launched her career and proved just how transformative makeup—and self-belief—could be. Since then, she’s worked with red carpet regulars like Avril Lavigne and Lizzo, built her beauty academy and launched her luxury line 411 Cosmetics. But beneath the glitter, her mission is to help people use makeup to step into their power.

For Dantas and many of her clients, makeup is about creating intention.

“Makeup is like a power suit or an alter ego,” she explains. “It helps you step into your main character energy.” Whether it’s a swipe of mascara before a big meeting or a bold lip to mark a fresh chapter, these choices can signal to the brain, ‘I’m ready.’”

Singer-songwriter Lavigne states, “I’m so excited for my Greatest Hits tour across North America this summer. Glamming gets me in the zone before every show; it’s a big part of my pre-show ritual. I love the way Julia does my signature smoky eye look. We’ve shared so many amazing glam moments.”

The Confidence-Leadership Loop

Research continues to affirm that confidence and perception are intertwined. In particular, women in leadership often face the challenge of projecting confidence even when battling imposter syndrome.

In one study, using data from 860 U.S. employees found a clear link between body image and workplace engagement. Having a positive body image was shown to significantly enhance employees’ enthusiasm and energy at work, while a negative body image directly undermined work engagement.

“When you feel good on the outside, it shows in how you carry yourself,” Dantas says. “You’re more likely to speak up, advocate for yourself and own your presence.”

The makeup artist believes this energy shift influences everything from how women lead teams to how they take up space in rooms where they’ve historically been underrepresented. That’s why she encourages women to think of makeup not as a mask but as a motivator.

“It’s not about needing makeup to be confident,” she continues to explain. “It’s about using it when you want to feel aligned with the version of yourself you want to be that day.”

Start Small

Dantas recommends keeping it simple and treating it as play for anyone feeling intimidated by makeup or unsure where to start. Comparing yourself to what you see on social media is a trap. Instead, carve out time in the evening or on weekends when the stakes are low, and you can experiment freely.

Underpainting: Effortless Makeup

Dantas shares one of her go-to tricks: Underpainting. It’s a technique that celebrity makeup artists love because it creates a flawless, radiant finish.

Here’s how to use underpainting for a glowing, natural look:

• Start with cream products; these are amazing for mature skin and give a natural, glowy finish.
• Begin with a lightweight cream base such as Charlotte Tilbury’s Flawless Filter. These products provide just enough coverage without feeling heavy.
• Apply your cream contour around your forehead, cheekbones, jawline and nose. Add a bit to your brow bone for a lifted look.
• Use two different cream blush shades—one warm and one cool-toned. Apply the warm blush in a “C” shape around your eyes, hitting the cheekbones just above the brow, and the cool shade blush directly on the apples of the cheeks, which cancels out any redness.

Once you’ve applied the products, blend everything with foundation and concealer. Underpainting gives you control over your final look and produces a natural, skin-like finish.

Preparing for your day shapes how you move through it physically, mentally and emotionally. It’s about a strategy. A few intentional morning moments, whether applying makeup or choosing an outfit that makes you feel powerful. That sense of readiness ripples into how confidently you show up in every room you enter.

“It’s about showing up," Dantas concludes. "When you choose to show up for yourself, whatever that looks like, it sends the message that you matter.”