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This Is What An Unretouched Makeup Campaign Looks Like

by Julia Rubin | 11:06 am, March 16th, 2011

Makeup For Ever‘s latest campaign is getting all sorts of buzz, and rightfully so: it claims to contain the world’s first unretouched beauty ads.

The ads are so authentic, they’ve even been certified by a notary! How…official! Now, this isn’t like the Dove “Campaign for Real Beauty” — these women look flawless in a conventional, beauty industry-approved way. Yes, they just look that good without any retouching. Sigh. That almost makes us feel worse! (Side note: the photos themselves are actually sort of awkward, with the MySpace-era posing and whatnot.)

The models are wearing makeup from the brand’s HD line, which makes us wonder if any of them have some of that infamous HD Microfinish Powder on. Regardless, the girls look amazing sans retouching, even though they do have professional lighting, great makeup and enviable genes on their side.


[via HuffPost Style]



  • Anonymous

    Who the heck would *need* retouching with great makeup applied by a pro and great lighting (and the genetic factor)? I think the whole industry plays with retouching like a kid with a new toy. “Mommy, look what I did.”

  • http://twitter.com/hollymix Holly Brockwell

    It’s not unretouched – I found another version of the same photo where the make-up looks different. Evidence and side-by-side comparison: http://copybot.wordpress.com/2011/03/16/make-up-for-ever-unretouched-my-bum/

  • Anonymous

    ^ gosh darnit. I think that the copies on styleite aren’t retouched, but the one used in the cardboard looks retouched, unfortunately. :(

  • http://www.dearjackie.net Miss Baker

    why are there so many armpits in these photos?

  • DeeFawlty

    I believe in advertisers like I believe in politicians.

  • Maria Marabella

    Pleeeeeez no airbrushing, and just a bit of makeup.  I nearly gag at all the photos nowadays of naturally beautiful women with no frown lines, laugh lines, wrinkles, sags, etc.  Are we to think these women never frown or smile?

  • Noni

    This is awesome, they look amazing btw! Keep it up.

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