Demi Lovato went completely makeup free for a Vogue video in celebration of natural beauty.
The video shows her slowly removing her makeup and hair extensions.
The singer is known for her candid honesty after previously opening up about her struggles with an eating disorder, as well as an alcohol addiction.
She told US Vogue:
I think society tells us we need makeovers, but why can’t we embrace the beauty that we naturally have?
I love makeup. I love doing my hair. I have extensions. But there’s a time and a place for everything, and natural beauty needs to be celebrated.
People quickly praised Lovato on YouTube and Facebook.
Demi is very positive and she is trying to help woman [sic] to feel great in their own skin.. I am so proud of her.
And Sara Boughaba agreed:
I was not surprised to see this. Demi is always showing her beautiful bare face. She is the most transparent and real actress I have ever known.
But others weren't so impressed...
Let's call out everyone who wears makeup and show our flaws through the beauty behemoth that is Vogue all while under exceptional lighting and the production of a professional team...yes that will seem unfiltered to us.
Some didn't see how an objectively attractive woman deciding not to wear makeup was 'empowering'.
Others didn't really get the hype.
Another social media user reminded people that women have the right to express themselves however they want – be it with or without makeup.
Rhiannon May said:
Hey everyone I have a fun idea how about we stop shaming women for a) wearing makeup, or b) not wearing makeup and just let them feel free to do what they want to express themselves/make themselves feel good regardless of our opinions on how they look
#NoMakeup selfies are all the rage among celebrities, and millions of social media users try to emulate their perfect, often flawless expression of clear skin.
So what’s the problem?
The trend has been seen by some as problematic. According to Business Insider, though the sentiment is often innocent, these photographs of flawless, clear faces “offer potentially harmful examples as to what natural beauty should look like”.
When Alicia Keys launched her #nomakeup movement in 2016, people criticised her for making not wearing makeup an achievement and yet another standard to live up to.
Another person pointed out that it’s neither “brave nor empowering when ur [sic] dead gorgeous”.
Often ‘nomakeup’ ends up either deliberately or inadvertently being about framing a particular beauty ideal – clear skin and straight white teeth.
Beauty blogger Em Ford used her platform to reveal that her “natural face” has severe adult acne in an attempt to raise awareness and show women that her skin is imperfect.