Women can enhance their natural beauty thanks to advice from one TV makeup expert.

Lana Horochowski, head of the makeup department on the set of Mad Men, told MTV how she achieves the appearance of some of the show's leading ladies.

Character Peggy Olsen, played by Elisabeth Moss, is a rising star in the programme. She is a "young and fresh-faced business woman" and therefore requires a more innate look, using clean and natural beauty products.

"Since the key to Peggy's look is to appear as though she is wearing no makeup, a great foundation is super important," she said.

"Also, a natural cheek and lip stain is applied to give her a little colour," Ms Moss added.

Meanwhile, Betty Draper, played by January Jones, has a plainer facade when at home, using sheer foundation, thick black eye liner and mascara.

According to Cosmetics International, women are continuing to buy makeup despite the economic downturn, with some people purchasing products to cheer themselves up or prepare for job interviews.