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Dublin: 14 °C Tuesday 14 July, 2020

These women are sharing half faces of make-up to brilliantly tackle shaming

#ThePowerOfMakeup campaign is really taking off.

EARLIER THIS MONTH, a Swedish beauty blogger and YouTuber put up a video of herself with just half her face done up with make-up.

It was a viral sensation, and has been watched over 17 million times


Make-up artist Nikkie said she wanted to do the project because she was sick of ‘makeup shaming’ – the assumption that you’re wearing makeup just to impress other people, or because you lack self-confidence.

Over the last couple of days, women on social media around the world have rallied around her message.

And the hashtag #ThePowerOfMakeup was born

instagrammakeup5 Source: Instagram

Where women posted selfies with only half their facedone up to prove that it’s OK to do either

instagrammakeup4 Source: Instagram

“Embrace the power of make up and how good it makes you feel”

instagrammakeup3 Source: Instagram

“I love my face with or without makeup”

instamakeup Source: Instagram

“Apparently #makeupshaming is a thing. And in response to that thing, #ThePowerOfMakeup became a thing. And I’m really more into that second one.”

instamakeup2 Source: Instagram

You can follow #ThePowerOfMakeup on Instagram and Twitter to see how it develops.

More This YouTuber demonstrated the power of makeup by transforming just half her face>

More Irish Facebook phenomenon Cian Twomey just hit 1 million likes — here’s what you need to know>

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About the author:

David Elkin

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