If we all took a page from the book of Beyoncé mantras, our Instagram feeds would look quite different. Rather than filtered, edited images that downplay what we consider to be flaws, we’d have plenty of makeup-free selfies that showcase our best woke-up-like-this faces. And while sharing your natural beauty with the world is an empowering move, let’s face it: we all (yes, even some gentlemen) love to dabble on our favorite beauty products each day. After all, what’s the point of investing time and energy into sourcing the greatest foundation, mascara, eye shadow, and lipstick available if they’re not to be used?
Thanks to YouTube beauty pro NikkieTutorials’s viral video, in which she transforms half of her face with products, women around the world are now wholly embracing their affinity for everything makeup related. “There are no rules for makeup, and makeup is there for days when you wanna look hella good,” she says in video. The anti-shaming trend has naturally hit Instagram and women are sharing images of themselves wearing half a face of make up in celebration of #thepowerofmakeup. Below, some of the most honorable examples.