There are two types of girls: those who spend their money on lipstick and foundation and those who spend their money of face masks and BB creams. The latter are the queens of the no makeup-makeup and the hashtag “I woke up like this.” I’m a strong believer that everyone should be able to do what they want to their face—pluck, don’t pluck, bleach, don’t bleach, wear foundation, or don’t. What I don’t like is the misinterpreted liberation that comes with it.


Every girl has been jealous at least once in their lifetime of how easy guys have it. They literally “woke up like this” and just went on with their day. We turned to “natural beauty” to get a glimpse of this life, but entered a whole new cycle. The complicity of “no makeup-makeup” with the beauty industry’s standardization and manipulation of what it means to be attractive drives me insane. If we’re now pouring our time and money into face masks and brow gel instead of lipstick and foundation, how liberated are we?


The industry decides what’s in. Apparently, freckles, thick, bushy eyebrows and natural curls are in. “Show off your imperfections,” they say. “Be natural,” they say. But what if natural for me isn’t pore-less, ceramic skin? What if I don’t naturally have thick eyebrows or full lips? What if I have cellulite, acne, or under-eye circles?


Celebrities post “I woke up like this” pictures, but there’s no mention in their caption of their custom brow designer, their eyelash extender, their facialist, or their hundred dollar anti-aging cream. There’s no shout out to their plastic surgeon, who recommended preventative Botox in their twenties.


These posts lead us to believe we’re supposed to look effortlessly beautiful, but we aren’t supposed to talk about it. These efforts for perfection go on behind the scenes. Just like Von Dutch isn’t cool anymore, so is talking about your beauty efforts. The faces we show the world might not have foundation or fake eyelashes on, but they’re far from effortless.


Hear me out here. My point is, be a smarter consumer. Read fewer beauty blogs and more articles on eco-feminism and health. Skip the anti-aging cream and drink lemon water. They say that exercise makes your skin glow—do that instead of splurging on a face mask. Spend the money you give to cosmetics companies in ways more holistically beneficial to your health.


I, too, would like to be my best self—pore-less, brow-filled and “naturally” beautiful. But do what you do if YOU want to. Don’t let an industry dictate what you do and what you buy!