This is the age when the average woman experiences new peak in confidence

NEW YORK — Almost half of women believe they’re only just entering their “confidence era.” That’s according to a new survey of 2,000 women over the age of 35, which reveals that on average, women reach a new level of confidence in who they are as a person after turning 38.

This jump in self-esteem didn’t happen overnight, as nearly one in three (29%) felt least like their true self during their teenage years, downplaying certain aspects of their personality or complying to social norms. Another 21 percent struggled most during their college-age years (19-23), meaning it took some women upwards of 20 years to embrace who they are.

But better late than never — more than three in five (64%) admit that when compared to their younger years they’re more sure of themselves now. Women who live in the Northeast (75%) and on the West Coast (66%) are especially more confident today than before they turned 35.

And in the next five years, 46 percent expect a further boost in authenticity.

Conducted by OnePoll on behalf of Zotos Professional’s AGEbeautiful, results revealed that two-thirds (67%) of women are actively looking for ways to become more confident in certain areas of their lives. 

Happy woman throwing autumn leaves in the park
(© Maksim Pasko –

Women are hoping to be more confident with socializing (54%), how they look (49%), their career (45%) and their hobbies or passions (41%). Survey respondents say they’re already boosting their confidence by spending time with loved ones (49%), laughing or making jokes with family and friends (43%), or trying a new hairstyle (31%).

“I’ve witnessed the incredible transformation that occurs when women embrace their unique beauty and experiment with their hair,” says spokesperson Christopher Naselli, in a statement. “It’s not just about changing your look; it’s about unlocking a newfound confidence that radiates from within. When we explore and celebrate all aspects of ourselves, we become the truest and most beautiful versions of who we are.” 

Good hair days (36%), compliments from loved ones (25%) and positive comments on social media (18%) also lifts their spirits.

Changing their wardrobe (39%), trying new hair colors (37%) and hairstyles (34%) are a few ways women are stepping out of their comfort zone, with the average woman trying multiple different versions in the past 10 years. In fact, the average woman has tried three different hairstyles over the last 10 years, with 27 percent trying more than five. When it comes to their hair color, respondents have worn an average of two different colors over the last 10 years.

(Credit: SWNS)

The same goes for their fashion sense. While the average woman has tried three different wardrobes over the last decade, almost one-quarter (23%) have tried six or more.

So with age comes wisdom and confidence — and that’s why three in five (61%) women agree that they currently have a positive view of aging.

“Women are rewriting the narrative of aging. It’s not about defying time, but rather embracing it with confidence and style,” adds spokesperson Michelle Ryan, Vice President of Marketing at Zotos Professional. “By experimenting with new hair styles, colors, and fashion choices, women are not just stepping out of their comfort zones; they’re stepping into the next authentic and empowered chapter of their lives. It’s a beautiful evolution, and we are here to support and celebrate every bold step along the way.”

Survey methodology:

This random double-opt-in survey of 2,000 women over the age of 35 was commissioned by AGEbeautiful between August 24 and August 31, 2023. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).


  1. We need to stop catering to modern women’s navel gazing. For both men and women Confidence comes with experience.

    We cheer women on early and tell them how wonderful and brave they are — deep down they know that’s just girl power talk.

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