On a recent flying visit to Paris earlier this month to conduct quiet talks with a senior member of the Libyan opposition, US secretary of state Hillary Clinton was snapped boarding a plane – without make-up. Just the next day she was photographed with red lipstick firmly in place. However, the fact that she had not only showed her naked face in public but allowed a picture to be taken for posterity (or at least various blogs) reflects a current trend in grooming. Put simply: women increasingly dare to bare.

Both Cherie Blair, wife of former British prime minister Tony Blair, and former home secretary Jacqui Smith have been captured without make-up on occasion. Samantha Cameron, wife of the current prime minister David Cameron, is only very subtly enhanced with make-up – the barest hint of blusher or mascara. Meanwhile, among fashion insiders, going without make-up has become almost a cult thing. Anna Dello Russo, editor at large at Vogue Nippon, often appears make-up-free; the same is true of super-stylists Melanie Ward and Anna Cockburn, and editors Katie Grand (of Love) and Penny Martin (of The Gentlewoman). Phoebe Philo, Céline designer and queen of minimalism, only wears a light foundation. Recent beauty trends, too, have underlined the move towards a scrubbed face, with bleached brows and mascara-free lashes last season, and naked eyelids for spring.

There is a bravery and efficiency associated with not wearing cosmetics that plays well in the workplace – or so it seems. In reality, though, things may not be so simple.