TIME

Last month, the popular beauty blogger known as NikkieTutorials shared a video about the “power of makeup.” She said many people shame women who love makeup, claiming that they’re only wearing it to impress men or hide their insecurities.

In response to these critics, Nikkie decided to make one half of her face “full-on flame” and leave the other half “raw, unedited, nothing, me.”

Since then, other women have been inspired to share their love for makeup by posting similar photos of their own half made-up faces. They’ve mostly been sharing their selfies on Instagram, with the hashtag #ThePowerOfMakeup, along with personal reasons for loving mascara, lipstick, foundation and more:

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