A British charity is encouraging consumers to stop wearing make-up throughout May.
The No Makeup In May initiative by Who Is Olivia Foundation aims to “empower and inspire women for self-love and to combat unrealistic beauty standards that are increasingly imposed upon by social media”.
To kickstart the month-long campaign, an event is being held in London where women and men can remove their make-up, take the pledge and attend a number of wellness sessions.
Who is Olivia Foundation previously unveiled a petition via change.org calling for an end to airbrushing for commercial purposes.
Founded in 2018, the non-profit specialises in raising awareness around female body issues, such as low self-esteem, eating disorders, and self harm.
According to a 2014 study, 10 million women in the UK reported that they felt depressed over their body image.