American cosmetics brand Urban Decay has recently jumped on the bandwagon of promoting natural, unedited beauty in their Instagram photos, and we couldn't be more excited. The famous makeup brand initially gained popularity specifically for their 'Naked' eyeshadow palettes, but today they are covering anything you can think of when it comes to makeup. With a following of almost ten million on Instagram, it is safe to say anything they post there will have a significant impact on the beauty industry.
Urban Decay has taken to their Instagram to showcase photos that are not hiding the occasional fine line, blackhead or enlarged pore, but instead proudly showing the real faces of women, adorable freckles and all. As popular as a full coverage foundation is, and as much as beauty gurus all over Instagram are promoting the full-face glam look, it's refreshing to see makeup looks that are not so heavily airbrushed.
As reported in Teen Vogue, Urban Decay has chosen to feature makeup artists who do not edit the photos of their work. The message is all about enhancing the natural beauty that everyone has in their own unique way, and what could be a better stance to take in these days of heavy face tuning and dog filters?
There is a massive movement for natural beauty, and showing what women's bodies, faces, and skin actually look like. Celebrities like Kendall Jenner, Katy Perry, and Lili Reinhart, only to mention a few, have opened up about their acne, and shared selfies where you can clearly see their pimples. Instagram fitness models like Tammy Hembrow and Kayla Itsines have also made a point of showing their 'real' bodies without great lighting and that booty popping pose.
Urban Decay joining the natural beauty movement is a terrific move on their part. With their big following on Instagram, they have the perfect opportunity to influence tons of young people, struggling with the pressure of how to look. Making things like pimples, freckles, and fine lines something completely normal, and nothing that needs hiding would help to eliminate so many common complexes. Beauty comes in a billion different packages and it is always worth celebrating!