There's a lot of misconceptions out there about feminism and what it means to be beautiful.
For one, feminism does condemn the ridiculously high beauty standards placed on women, as well as the fact that it's constantly shoved in their faces on TV, in magazines, some clothing stores and even with not-real-life Instagram filters. But the thing about feminism is that it's all about choice, even if that means women choose to wear makeup. And just because a woman wear's makeup doesn't mean she's trying to be like women in magazines or that she wants to impress men.
That's the point that YouTuber Nikkie makes in a video that went viral called "The Power Of Makeup." In it, she paints half of her face with makeup and leaves the other half bare.
"I've been noticing a lot lately that girls have been almost ashamed to say that they love makeup," she says. "Cause nowadays when you say you love make up, 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."
She wanted makeup-shamers to know that's definitely not the case. And now other women are joining in on the fun.
Since the YouTube video, women have done up half of their faces with makeup and left the other half bare, and have posted the images of themselves to social media. They're using the hashtag #ThePowerofMakeup.