This Beauty Brand Will Change The Way You Think About Makeup

Makeup is something that, more often than not, tends to be associated with the trappings of traditional femininity. Like, I don’t know, bows. Ribbons. Sugar. Spice. Everything nice, if you’re into that kind of thing. If you’re not into that kind of thing? Or, like, any of those things, like, at all? You might feel as though there isn’t really a space for you in the traditional beauty industry.

Milk Makeup and Elle Magazine are looking to change that. The meaning of makeup in the context of today is one of the things being explored in Milk Makeup’s new campaign with Elle,”Shades of Femininity.” This project, as the title implies, takes a deeper look at what it means to be a woman by interviewing six different women about their identities, backgrounds, and the role that makeup plays in their female identity.

Milk has always been good about pushing the boundaries of what is deemed “normal” when it comes to makeup (this video is part of a larger “Live Your Look” campaign that includes the “Blur The Lines” video from earlier this year, which explores the concept of gender fluidity), so it’s fitting that they’re using makeup as a launch pad for discussion of the relationship women have with makeup.

This new video feels relevant to the idea of gender identity, too. In it, many of the women interviewed expressed thoughts that you’ve probably had at one point or another, too. You know, things like feeling frustrated that other people assume certain things about you simply because of how you choose to present yourself, or feeling pressure to put on certain kinds of makeup or clothes to fulfill others’ expectations of who you are.

Of course, the point here is that, in the end, it doesn’t have to matter all the much–whether you choose to identify as a female or not, you are more than your face. Makeup can be pretty, but it doesn’t have to be. You can wear makeup to stand out, to blend in, or, simply to have some fun drawing on your own face. Or, you can decide that makeup is not the thing for you and choose to forgo it altogether.In the end, makeup can really only matter to you as much as you let it matter to you. So. Should you wear it? That’s up to you!

What do you think of this new campaign? Let us know in the comments!

You can reach the author, Sara Hendricks, on Twitter and Instagram.

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