In the movie "Breakfast at Tiffany's," Audrey Hepburn hesitates before reading a letter from an ex-lover, saying, "A girl can't read that sort of thing without her lipstick."

In that moment, Hepburn's character channeled a mental reaction that Japanese scientists have recently uncovered. Using brain scans, researchers for cosmetics giant Kanebo found that "when a woman sees her own face without makeup, she anticipates how she will eventually appear to others and a 'reward system' is activated, releasing dopamine to give sensations of pleasure," according to the UK newspaper Telegraph.

Though this might not surprise many of the makeup-loving women out there, I think it's one more little argument for using natural and organic cosmetics. Don't let that euphoric moment be tainted by guilt about disease-causing chemicals or animal testing. Thanks, naturals retailers, for helping your shoppers get the most from their makeup experience.