Au Naturel: Make Up For Ever's First Unretouched Ad!
The cosmetic company exposes the truth with its first ad campaign without digital retouching or enhancements.

Goodbye airbrushing, hello reality!
On the heels of an industry-wide epidemic of over-retouching (cue the missing limbs and unrealistically thin figures), professional-turned-consumer cosmetic brand, Make Up For Ever (opens in new tab), has unveiled a new spring ad campaign devoid of any Photoshop tricks. That means, what you see is what you get, and to prove it, the images have been certified by a notary public, so there's no question that they're legit.
The campaign — designed to emphasize that women can look their best without the use of digital enhancements — promotes the line's new HD Invisible Coverage Foundation (opens in new tab) to achieve a flawless appearance. OK, so they've obviously chosen young, beautiful, and impeccably-complected models, but if we can look half as good as they do, we're definitely on board!
Check out the Make Up For Ever site, and watch the behind-the-scenes videos (opens in new tab) for more.
Tell Marie Claire: What do you think on the campaign's message? Share your thoughts in the Comments section below!
-
The Ending of 'The Umbrella Academy' Season 3, Explained
The Netflix hit's finale resets its universe yet again.
By Quinci LeGardye
-
Lorde Is Now Blonde and It’s the All the Happiness We Need Right Now
She's stunning.
By Deena Campbell
-
The Jeans Brands Fashion Editors Swear By
Your search for the perfect pair of jeans is over.
By Sara Holzman
-
The 15 Best Blushes for Every Skin Tone and Season
Powders, liquids, and creams for every preference.
By Samantha Holender
-
What Is Brow Lamination? Eyebrow Experts Weigh In
Brow lamination = like a perm, but for your eyebrows.
By Samantha Holender
-
Hair Toner 101: Colorists Explain What Hair Toning Is and Why It Works
"Anyone with color treated hair should be using toners."
By Samantha Holender
-
The 33 Best Shampoos and Conditioners, According to Marie Claire Editors
Curly hair, fine hair, textured hair—we've got you covered.
By Julia Marzovilla
-
35 Lob Haircuts to Add to Your Mood Board in 2022
A tribute to the long bob, a.k.a. the cut that works on everyone.
By Julia Marzovilla
-
The 12 Best Skin Extractor Tools in 2022
Blackheads, be gone.
By Samantha Holender
-
19 Safe At-Home Keratin Treatments for Frizz-Free Hair
Shiny, silky, satiny.
By Julia Marzovilla
-
The 13 Best Whitening Toothpastes That Work
Say goodbye to yellow stains.
By Tatjana Freund