But half of the 2,000 women polled by Olay are currently sacrificing sleep in order to fit things in – choosing to get their daily exercise, additional work done or making time for family and friends over having a lie-in or going to bed early.
This means many are getting just six and a half hours sleep a night instead of the recommended eight.
One in four put their late nights down to hard graft as they climb the career ladder, with two thirds shunning the traditional nine to five; getting into work before 9am and clocking out after 5pm.
More than one in 10 said they do not leave work until 7pm or later.
Nearly a fifth of women are early risers, waking up pre-6am, and more than a quarter are hitting the pillow around midnight.
The research found the cost of lack of sleep included red eyes, tiredness and lack of concentration the next day, as well as dark under-eye circles and tired-looking skin.
Dr Frauke Neuser, Olay’s Principle Scientist, said: "The research shows how women are empowering themselves and enjoying life more, but also putting in the hours at work.
"But it’s also important to take time out for yourself and enjoy some time to unwind and relax, or all the hustle and bustle can take its toll."
The study also revealed women aged 25-35 are the most likely to prioritise socialising, hobbies and extra commitments into their day over sleep, and nearly a fifth finding they are working more, leaving even less time for snoozing.
If given a 28 hour day, women would spend more time with friends and partners, mastering new recipes or learning a new skill and over one quarter would spend more time in the gym.
Yet nearly a fifth of women are currently working more than ever before, leaving less time for snoozing.
More than a third admitted they are conscious of what their colleagues might think of them after a late night.
And as a result, women will apply more make up or spend more time brushing their teeth or fixing their hair to try and disguise their tired appearance.
Dr Frauke Neuser for Olay, which carried out the study via OnePoll.com, added: "It’s really empowering to see that so many women want to live life to its fullest but it’s important to be aware of the toll that can take, particularly on your skin.
"Olay has found the importance of Circadian Rhythms when it comes to skin rejuvenation and has developed the Regenerist Overnight Miracle Firming Mask.
"This boasts the benefits of a rinse off mask, with the ease of a moisturiser – designed to be applied at the golden time for skin repair – to help leave your skin hydrated.
"And it prevents any signs of a lack of sleep showing in your skin, meaning that your skin does not need to give you away about the night before."
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