Campaign details

Brand: Nimue


"In the morning from the minute that I wake up / What if I don't want to put on all that makeup / Who says I must conceal what I'm made of / Maybe all this Maybelline is covering my self-esteem" – Alicia Keys, founder of the #NoMakeUp revolution.

The #NoMakeUp hashtag on Instagram shows over 12 million results, with both women and men posing make-up free for the camera. There are so many voices telling us what beauty is or what it should be, that the pressure for women to look the way models do in their perfectly posed Instagram feeds is becoming impossible.

Sadly, society has taught us that it is not okay to leave the house without looking picture perfect, and women feel they need to live up to this ideal. Nimue Skin Technology wants to break that mould, and believes that women should have the choice, whether they want to wear makeup or not.