A new survey has uncovered women's true opinions regarding make-up and the beauty industry, and it isn't always pretty.

The website news.com.au asked a total of 1,898 people about their feelings on how attractive they felt without make-up on and if they believed the extensive cosmetic advertising campaigns.

According to the results, not even people like Sarah Jessica Parker, Eva Longoria and Halle Berry can make Aussie girls believe in advertising claims regarding the science behind make-up and skin care.

Fifty-five per cent of people said they think the scientific research claims in beauty advertising are inaccurate. A mere 6.3 per cent of people said they believe they are being sold the truth.

However, just because they don't believe the ads doesn't mean they eschew cosmetics altogether.

Despite the Australian beach culture promoting natural beauty, 32 per cent on women said they apply make-up before hitting the waves. Twenty-four per cent of gals said they put on a full face of cosmetics before they sweat it off at the gym.

Almost half of the women asked said that lipstick, mascara, concealer and the like are necessities, not luxuries, and 63.4 per cent said they would feel insecure leaving the house without make-up on. More than 32 per cent said they fear they wouldn't be taken seriously without their face on.

Times are changing in terms of men's grooming expectations also. Half of the women asked were comfortable with men wearing make-up.

And despite their complaints during preparation time, 74 per cent of men said they believe it is worth it for women to bother putting make-up on.