Ladies are defending their right to wear makeup, sans judgement.
Women on Instagram have been posting pictures of themselves with only half their faces covered in makeup, with the hashtag #ThePowerOfMakeup. The trend is meant to highlight how transformative makeup can be, and how there's nothing shameful about wearing it.
The posts come after YouTube makeup sensation Nikkie Tutorials posted a video called "The Power of MAKEUP!" in May.
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In the video, Nikki talks about how often girls are made to feel bad for loving makeup, or wearing "too much" makeup. But, as Nikkie points out, makeup isn't a sign of insecurity — it's a form of self-expression and empowerment.
"I do makeup because it is fun and I like changing up my look. I do it for myself, and for no one else," Instagram user alexvennn says.
"Our bodies are just weird, creepy shells," writes another user, sashapash. "Decorate them however you want, have fun, it's only what's inside that should be taken seriously."
The Instagram posts follow a recent plethora of #NoMakeup selfies. Women, including celebrities Tyra Banks, Heidi Klum and others, have been posting selfies of themselves barefaced to highlight their inner beauty.
Here are some #ThePowerOfMakeup selfies celebrating cosmetics:
I'm not one for these challenges, but here is #ThePowerOfMakeup on my face. I wear makeup because it accents my features and gives me a polished look. I love to apply makeup and always have I DON'T wear makeup to hide things I dislike about myself or because I think I look ugly without it. I love my face with or without makeup, and you should love yours too! #instamakeup #loveyourself A photo posted by @colleenraleigh on Jun 24, 2015 at 1:32pm PDT
I love make up and so should you. Embrace the power of make up and how good it makes you feel. For YOU not for anyone else. Make up is my best friend. If you don't like me without make up you can't like me with make up #thepowerofmakeup #makeup #halfface #female #love #confidence A photo posted by Hannah Shaw (@hannahmxries) on Jun 24, 2015 at 1:40pm PDT
Retake filter free.. I had to participate on the #thepowerofmakeup how could I not? I'm a MAC makeup artist. I'm confident in my own skin with or without makeup. But it's fun and exciting. #sorrynotsorry for those who always want to say you must need it. Actually I don't I just love to wear it. We all get that boost once we put on our favorite lipstick or mascara. Life is too short to tip toe around someone else's emotions. Live your life and do you!!! #myartistcommunityoc2 #leggo A photo posted by Leslie Yvonne Shirley-Williams (@loveleicurls) on Jun 24, 2015 at 2:43pm PDT
I've been seeing these a lot lately and decided to try it on my own. Nobody should be ashamed of wearing "too much" makeup or none at all. I'm glad to be around people who are supportive of something I enjoy so much. I ain't ashamed. So anyway, here's my face. #thepowerofmakeup #halfface #itsformenotyou #stillfierce A photo posted by Sophia Ortega (@sayitaintsophia) on Jun 24, 2015 at 1:38pm PDT
The power of make up is amazing. I've been loving all the comments lately that make up doesn't define you and to stop the make up shaming. I don't wear make up for others I wear it for myself. ~ I don't think you should be ashamed that make up makes you look different or even makes you feel a little bit better than yourself or even a whole lot better about yourself. I'm definitely not embarrassed or ashamed to post this because this is me either way. I love myself with or without make up. ☺️ #thepowerofmakeup A photo posted by ❮ bailey marie ❯ (@baileychoat) on Jun 24, 2015 at 1:25pm PDT
I am so happy that #thepowerofmakeup has been trending recently & I for one am all for it! Embracing both sides here (of makeup and not) because I'm comfortable either way A photo posted by Harmini Asokumar (@deeperthanfashion) on Jun 24, 2015 at 5:56am PDT