Women protesting makeup shaming spark online craze

YouTuber NikkiTutorials created a video in defense of 'makeup shaming' where she only covered half of her face in makeup. Photo / YouTube

First there was fat shaming, then slut shaming and skinny shaming. Now the internet is buzzing with makeup shaming, and women have found a unique way to respond.

'Makeup shamers' pick on selfies which don't showcase a completely bare face. They are fixated on the idea that women use makeup to cover up insecurities. They don't consider the notion that women want to wear makeup because it's creative, fun or just feels good for them.

Watch: NikkiTutorials' video - The Power of MAKEUP!

In response to the social media shame, YouTuber NikkiTutorials recently made a video called The Power of Makeup - declaring ladies needn't feel bad for getting dolled up.

On the back of that viral video, #ThePowerofMakeup has taken over Instagram, with users sharing pictures of just one half of their face made up.

As Nikki said: Makeup, "it's just there for the days you want to look hella good".

Here are ten social media users who have shared their half-made up faces:

- nzherald.co.nz