Beloved British beauty brand Sleek Makeup, which made its stateside debut earlier this year at Ulta, is calling out makeup shamers with its new campaign.
In a world where we’re constantly being pushed toward perfection, it seems sort of counterintuitive that trolls would start hating on people for doing too much in the way of looking flawless. But because, duh, trolls are trolls, it doesn’t take long to find instances of makeup-shaming — hating on people for wearing heavy makeup — in a comments thread.
Sleek Makeup is calling bullshit. According to a survey conducted by the brand and Poshly, a third of makeup enthusiasts have felt judged for what’s in their go-to beauty bag, reports WWD.
The brand’s new campaign, dubbed “My Face. My Rules,” takes aim at that screwed-up stigma with a message of solidarity to all makeup lovers both dramatic and demure. A video for the campaign is familiar and empowering, showing off groggy morning routines and the perk-me-up effects of the makeup that makes you feel most badass. As the day progresses and the judgy looks start to stack up, the ambassadors for the anti-makeup-shaming movement remain confident as hell. As they damn well should.
The coolest part? The stars of the video are real Sleek fans — not models — sourced from a social media casting call that attracted more than 3,000 applicants, reports WWD.
Sleek has already built an empowered reputation with its inclusive shade range — taking on mean comments and judgy looks is just one more way the brand is fighting to make sure we all feel included I in the world of makeup.
For more on makeup shaming:
- NikkiTutorials Launches Initiative to End Makeup
- These Rude Teens Makeup Shamed A Waitress Instead of Tipping
- Why This Powerful Instagram About Judging Someone’s Makeup Is Going