People are fighting back against people who shame them for wearing makeup, using the hashtag #ThePowerOfMakeup.
Hundreds are now posting selfies on Instagram and Twitter, in which half their face is covered in makeup and the other half is bare.
The idea is to prove that makeup is fun and they shouldn’t be shamed for enjoying or wearing it. Women, especially feminists, often face accusations that wearing makeup doesn't 'fit in' with their calls for gender equality and acceptance.
The hashtag follows a viral YouTube video by hair and makeup artist NikkieTutorials, where she paints just half her face with makeup and keeps the other half natural.
In it, she explains: “I’ve been noticing a lot that girls have been almost ashamed to say they love makeup.
“Because these days [people assume] you either do it for boys, you do it because you’re insecure, or because you don’t love yourself.
“I feel like in a way lately it’s almost a crime to love doing your makeup.”
Her video has inspired hundreds of people to share their own selfies on Instagram and Twitter.
People have written messages such as: “We wear makeup because it's fun. Stop shaming women and men for the way they look, whether it be about their weight, the way they dress, or the amount of makeup they wear.”
Women - and men - are writing messages in support of wearing makeup and having bare faces. The idea is to prove that it doesn't matter why they're wearing makeup - it's their choice and they shouldn't be shamed for it.