QVC survey: Flirty 30s feel beautiful and confident


Women are at their most beautiful at 31, according to new research. Forget teen pop stars and twenty-something screen sirens, women peak at 31 according to our recent QVC survey to celebrate July's Beauty Month.

Over 2000 men and women took part in the survey that found that when it comes to defining beauty, confidence (70%) beats looks (67%) and style (47%), and 31 is the age when women peak at not only their best looking, but also at their most confident and stylish. Interestingly, at 31 the average British woman is also already married and a mother (according to the National Office of Statistics). 

The statistics

  • 55% women feel that they know the best make-up to wear to make them look their best
  • 74% women feel that they always make an effort to look good
  • 51% women reveal that as they have got older they have let go of insecurities and feel more beautiful
  • 63% women agree with the statement 'with age, comes beauty'
  • 63% women agree that as they get older they care less about what other people think of the way they look

And how do we spend our money?

Brits keen to make the most of their natural assets are spending an average of £111.29 per month on everything from gym memberships to hair appointments, beauty buys to clothing and accessory splurges.

Interestingly, it is men who are spending the most (£119.12), while women spend £105.50 - a saving of £163.44 per year. However, women admit that as they get older they anticipate that they will spend more (43% compared with 31% of men).

These findings suggest to us what we may have already suspected, that real beauty is about more than just good looks, but a combination of confidence, style and personality too!

Findings where you live

The research also highlighted some significant regional differences - with confident Londoners the most likely to rate themselves as beautiful (37%) compared with just 28% of those in Wales. 

Respondents in the East Midlands are spending the most on looking good, spending an average £129.69 per month, while those in the North East spend just £95.63.


  1. Una July 19, 2010 at 11:09 am -  Reply

    Yep, I can agree with that. I was DEFINATELY at my peak at 31, I remember it well. I can honestly say, I had never felt so comfortable in my own skin. Then I just ambled along till I reached 40. Wow, Life DID begin at 40, it was like I had a new lease of life.
    I would LOVE to be able to spend that amount of money on looking good every month, unfortuantely, thats just not an option right now, but thanks to QVC, I dont really have to.

  2. Hannah July 19, 2010 at 2:33 pm -  Reply

    I find this really interesting. I turned 30 in March and I was really miserable first of all, wondering where the last 10 years had gone. Then I realised I’m now much happier and less insecure, more confident and feel that I look a million times better than I did when I was 19 or 20. So I have to agree with this article. If this is true then next year when I turn 31 will be great for me!

  3. adrienne July 20, 2010 at 12:16 am -  Reply

    well at 37 i feel far more confident and comfortable with myself than ever before.I know what suits me and am starting to wear things that make me stand out from the crowd – QVC definately helps with this and I get many compliments about what I wear(thanks QVC)But I’ve never felt older than 19 and often wonder if I’ll ever grow up!

  4. Margaret July 20, 2010 at 12:19 am -  Reply

    Dont really agree with the age 31 , at that age I was a very busy mum who most of the time didnt have a lot of time for myself, my ideal age for confidence and having the money to spend on myself( when kids had left home ) was 45 I started to really watch styles and dressed very well , still do at 63 and am always told oh you look stunning by my friends , I have been very lucky with my skin ,and I dont have wrinkles , take after my Mum I think she had a lovely complexion , love to follow the styles of Twiggy ,my age group and my era.Must admit my biggest thrill is when asked my age and Im totally honest people dont believe me its such a buzz to be told they though I was in my early 50s

  5. Christina Nicolaides July 20, 2010 at 3:03 pm -  Reply

    I am 31 this year and could not agree more… maybe as you get older it increases but I finally feel at one with myself and things look good!

  6. Jonas July 21, 2010 at 11:42 pm -  Reply

    It’s my experience, as a male with 20/20 vision, women attain actual Beauty at about 35. Up ’til then, it’s just cute and pretty, a gift. Nice, but not enough. By the mid 30’s, a woman’s heart has begun writing her reactions to life’s blessings and adversity on the inside of her face. That’s when true beauty emerges.

Leave a reply

Your email address will not be published. Required fields are marked *


Cast your vote!

Never miss a post!

Sign up to our QGossip feed to get the latest posts in your mailbox.