Sammy Nickalls
June 25, 2015 7:14 am
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The “natural beauty look” is all the rage nowadays. Women are feeling more comfortable in the skin they’re in, which is totally great. Unfortunately, this goes hand-in-hand with a not-so-cool reality: some women who use makeup are being made to feel guilty for lipgloss love.

About two weeks ago, we were totally wide-eyed over a video posted by Youtuber and beauty vlogger NikkieTutorials. The video, called “The Power Of Makeup,” showed Nikkie doing half of her makeup and keeping the other half of her face natural. Why? To blast makeup shaming, which makes a lot of cosmetic-loving women feel like they’re less of a feminist if they sweep on the bronzer.

“I’ve been noticing a lot lately that girls have been almost ashamed to say they love makeup,” Nikkie says in the video, which she posted in May. “Because nowadays when you say you love makeup, you either do it because you want to look good for boys, you do it because you’re insecure, or you do it because you don’t love yourself . . . I feel like in a way lately it’s almost a crime to love doing your makeup.”

Nikkie’s sentiment really resonates with us. And we’re not the only ones, because a totally rad hashtag movement is blowing up the Internet. Women are posting pictures of themselves with their faces half done-up, like Nikkie did, with the hashtag “#ThePowerOfMakeup.” And it’s all to make a point (and do some really awesome beauty handiwork.)

“. . . when someone asks who I’m trying to look good for, my answer is always ‘myself,'” writes one Instagrammer. “I wear makeup because it’s fun, not to hide my insecurities or to look nice for a boy.”

The movement is all about choices, and supporting each other regardless of other people’s beauty routine. It’s also about showing that you’re comfortable in your own skin AND in makeup. “Yes, I’m naturally blonde, so my eyelashes and brows are basically invisible without makeup or dye,” writes one Instagrammer. “Yes, my skin isn’t flawless and I do get blemishes and have a few light freckles. . .But it’s me.”

The main takeaway? As another Instagrammer puts it: “Stop makeup shaming! Makeup is an art that only enhances our true beauty.” And we’d like to add, don’t shame anyone who goes makeup free either. We’re all awesome, whether we choose to paint our faces or not. In other words, do you.

(Images via YouTube and Instagram)