#ThePowerOfMakeup - Campaign Says 'Stop Shaming Women For Having Fun'
Women should be alllowed to do what they want with their faces....basically.
There have been so many hashtag campaigns of late that we aren't even sure we can keep up.
#ThePowerOfMakeup trend is currently spreading across Europe and beyond and is aimed to be something of a rebuttal to the #NoMakeup selfie that we saw so many celebrities take part in a while ago.
The premise of this particular campaign is fairly lightweight stuff, but that doesn't mean it isn't an easy stance to get behind.
The idea being that just because we should be encouraging women to feel beautiful and confident in their own skin, doesn't mean we should be shaming the women who like to dress up, wear makeup and be glam.
Because at the end of the day, according to these women, makeup doesn't mean you're ashamed and you're covering something up, or even that you're trying to look your prettiest in order to impress a romantic interest.
Sometimes, makeup can just be a fun thing to do!
And if it makes you feel better and helps you leave the house on bad days, so much the better!
The main point that seems to be being made, is that makeup is a personal choice. So whether you're using it to cover up acne, through to using it as a colourful means of expression, as long as you feel you are doing it for yourself, what's the problem?
The campaign was started by make-up artist and beauty blogger Nikkie, who has her own Youtube channel - Nikkie Tutorials.
According to Nikkie, "contouring is [her] religion" and bronzer allows her to achieve "the effect of the sun without the damage."
She also proclaims towards the end of the video: "By no means am I saying that if you have insecurities that you should just slap make-up on [...] but I just want people to know that make-up is fun!"
Following her lead, lots of people are now posting their half-face make-up looks to Instagram with the hashtag #ThePowerOfMakeup.
What do you think of the campaign? Harmless fun, something to get behind or barking up the wrong tree? Let us know on Twitter @YLifestyleUK!