Celebrity make-up artist and retailer of high-end cosmetics Charlotte Tilbury has caused a minor stir in the tabloids for saying that her husband never sees her without make-up.

After the daily grind running her cosmetics empire, Tilbury says that late of an evening she’ll take off the day’s slap and do some skin care before applying eyeliner and mascara – her “bedroom eye” – before hitting the sack. I’m sure many among you, dear reader, do the same?

Some newspaper commentators are shocked by Tilbury’s admission. They’re disappointed about the apparently antiquated attitude, which, Tilbury says, “keeps the magic alive” in her marriage. To which I say: well, is it really so surprising? Make-up seller extols the virtues of always wearing make-up? What’s she meant to say? “I know how tiresome cosmetics can be, so give it a rest. Your partner and friends might even like to see your natural face.” I don’t think that’s likely.

Tilbury wears cosmetics 24/7 because she believes in cosmetics and makes cosmetics. She thinks they’re fab and thinks you should think so, too. More industries would benefit from cheerleaders like her.

Which makes me wonder why they don’t have them. Car manufacturers tell me at some length how much better their new products are than the old ones, but none will tell you or me that you should be driving them more and more; that after a hard day behind the wheel, a quick blast around the block before bed would actually be great for you.