With a female population of more than 38 million, Iran is the second-largest cosmetics market in the Middle East in terms of revenue, behind Saudi Arabia, and the world's seventh biggest. [Agencies via Shanghai Daily]

Under the compulsory veil and despite hard times, Iranian women are unrestrained in showing off one feature on which they feel a need to spend money. Their faces.

Everyday wearing of makeup is probably more common in Iran, an Islamic republic, than in some liberal western countries.

With a female population of more than 38 million, Iran is the second-largest cosmetics market in the Middle East in terms of revenue, behind Saudi Arabia, and the world's seventh biggest.

"Iranian women wear makeup as soon as they get up in the morning. Even if they feel ill, they know that they must look beautiful in the street," says Tina Zarinnam, 30, a fashion designer.

Makeup professionals estimate that Iranian women buy approximately one tube of mascara per month, dwarfing the one every four months bought by the French.

The French luxury brand Lancome recently announced a return to Iran after decades away, inviting around 400 industry types and artists to one of the biggest hotels in Tehran to celebrate its comeback.

It was the first time since the 1979 Islamic revolution that a major Western brand had been launched with such fanfare.

No American cosmetics brands have been sold on the official Iranian market since the US imposed a trade embargo in the 1980s.

Only 40 percent of Iran's market is controlled by official distributors. The rest is divided among bootleggers who operate in bazaars and small shops that import cosmetics and makeup illegally.

In a country affected by a severe economic crisis, partly because of Western sanctions, makeup is considered expensive but it is often a small salve to help forget everyday problems.

"Makeup has an impact on the one who wears it ... I put on makeup because I love it. I enjoy wearing it. It makes me feel fresh and calm," says Forough Heidari, a 42-year-old physiotherapist.

And the Iranian market is by no means saturated.

"There is still room for luxury goods in the medium or low-end market" despite the presence of 20 Iranian and foreign brands, says Vista Bavar, founder and director of the Caprice brand.

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