No make-up (and ‘no make-up’ make-up)

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This decade the pendulum kept swinging between heavy make-up and none, although ‘no make-up’ often meant subtle make-up (and generous filtering). The catwalks showed us time and again how to perfect the ‘no make-up’ make-up look, utilising glow-giving skincare and brow grooming techniques instead. But the ‘#Iwokeuplikethis’ make-up free selfies on social media – inspired by Beyonce’s 2013 song Flawless, and then a charity campaign from Cancer Research – weren’t always what they seemed. Ring lights, filters, and even Facetune were sometimes behind the not-so-natural snaps. Flying the flag for a fresh-face not only in selfies was Alicia Keys, who since 2016 has shunned make-up at every public appearance. It sparked conversations about Hollywood standards in this day and age, and what make-up means to women as a whole.