The 'Power of Makeup' selfies send an important message about makeup shaming

Makeup artist Donna Bennett.

Makeup artist Donna Bennett. Photo:

Is wearing makeup a sign of insecurity? A way to hide your face from the world? 

The answer to this question, from the thousands of women posting selfies online, has been a resounding no. And they have come up with a striking way to have that message heard- posting pictures of themselves with one side of their face made-up and the other side bare.

Using the hashtag #PowerofMakeup, they hope to challenge the assumption that women only wear makeup because they are afraid to be seen in their natural state. And the idea that, in doing so, they are slaves to an exploitative beauty industry. Rather, they say, they enjoy decorating their skin in the same way they would accessories with jewellery.


The movement was sparked by a video that went viral last month, called The Power of Makeup, in which beauty vlogger NikkieTutorials responded to makeup shamers.

​"Nowadays, when you say you love makeup, 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 said. "I feel like, in a way, lately, it's almost a crime to love doing your makeup."

It clearly hit a nerve with many makeup artists and makeup lovers, as the hashtag has taken off on social media.

Even if makeup does make you feel better about yourself, makeup artist Donna Bennett writes, who cares: "It's all about how happy you are on the inside that counts most, and if drag queen makeup does that for you then bloody rock it out. Personally, I love glamming myself up on a Saturday while being a homeless bum during the week."


Thought I would re upload this picture in celebration of @nikkietutorials for reaching 1 million subscribers which was triggered by her amazing "the powder of makeup" video! 🎉❤️ I love how makeup can enhance ones natural beauty or can completely transform someone. I don't wear makeup to impress anyone but myself and that's how it should be. #nikkietutorials #makeupappreciation #thepowerofmakeup 💞 Products: Estée Lauder DW 🍥 @thebalm_cosmetics desert bronzer, mary lou luminizer, shwing eyeliner, meet matte nude pallete 🍥 Mac Russian red lipstick 🍥 @benefitcosmetics @benefitaustralia hoola bronzer 🍥 @anastasiabeverlyhills dip brow in dark brown 🍥 @la_mink_lashes lashes in tease 🍥 @milanicosmetics blush in luminoso 🍥 used @fullipsenhancer to make my lips plump 💋

A photo posted by 🍕 JASMINE HAND (@makeupby_jaz) on