WOMEN spend an average of £258 a year on cosmetics and hair products but only £161 on health check-ups.
The bill for looking good is £10billion a year as they spend £95.94 on make-up and £162.52 on their tresses, a survey found.
Men spend half that amount on hair care at £85.99 each a year.
One in five people in the poll by Oasis Dental Care said their primary motivation for using a gym was looking good rather than being healthy.
More than half said they would put up with a permanent pain like a sore hip in exchange for a perfect physique.
And two thirds had worn something that caused them pain just because it looked good.
More than 80 per cent have ignored a physical ailment in the hope it would just get better on its own.
More than a third said they did not visit their dentist once a year, with men and women only spending £124.36 each on dental treatments.
And twice as many dodge the optician. Eddie Coyle, of Oasis Dental Care, said: “While 60 per cent of people said they believe it’s more important to feel healthy than look good, they also told us they’d be more likely to spend their last £30 on new clothes than a dental check-up.
“This suggests we love our looks more than we love our health.
“Hopefully our research will get people thinking about what’s really important in life.
“It’s difficult to look your best if you are not feeling your best.”