A divisive new beauty trend is taking place on Instagram, featuring women with half of their faces made up.
Using the hashtag #ThePowerOfMakeUp, thousands of beauty lovers have been posting photos of themselves with one half of their face looking completely bare and the other modelling a more glamorous and flawless look.
Acting as combination "before and after" photos, the powerful images show the capacity of makeup to completely transform your natural features. They are a way for these women to defend themselves against "makeup shaming", or criticism for wearing too many cosmetics.
The trend was inspired by YouTube beauty hit Nikkie Tutorials, who caused an online sensation when she posted her video "The Power of MAKEUP!" to her channel back in May.
The industry expert explained her decision to post the video saying, "I feel like lately makeup shaming has become a thing. It's as if putting makeup on to have fun is a shame. Therefore, I thought it would be cool to show you the power of makeup."
The clip has since gone viral and been seen over 17 million times.
It seems women everywhere have been inspired by the sentiment behind the video, taking to Instagram in droves to show the transformative power makeup has in their own lives.
From everyday looks comprising a slick of mascara and lipstick to full-on glamour, the photos clearly demonstrate the playful aspect of making yourself up in the morning and shaking up your appearance.
Captions accompanying the photos reveal the psychological effect of makeup, ranging from "I'm attractive either way" to "makeup shaming — just stop it!!"
The trend comes on the back of a recent bout of celebrity "no make-up" selfies headed by stars including supermodel Tyra Banks, Beyonce and Sofia Vergara.