SOME women just don't want to face up to it - their reflection, that is.
While researchers have found that some women look in the mirror up to 70 times a day, not all enjoy it.
A trend has emerged in the United States where women are avoiding mirrors altogether.
But the "ignorance is bliss" approach may not be best.
Jillian Rollo is surrounded by mirrors as a manager at V Management and the Faye Rolph Academy and said accepting and working with your reflection was about accepting yourself.
"You've got to be able to make peace with yourself," she said.
But Keren Green, of the Sundaze swimwear stores, said there was often a good reason why women were uncomfortable with their reflection.
"I think it's the light and also the angle of a mirror sometimes," she said.
Ms Green said many women were pleasantly surprised when they ventured out of the change rooms and looked at themselves in daylight or close to it.
Mrs Green said mirrors tilted upwards could make women appear taller and slimmer, but she preferred level mirrors and true reflections, as did OV Boutique owner Shelley Kellow.
"We encourage people to look in the mirror and see what they look like."