Dermablend is launching the beautiful/beautiful project this month — and the company says it is about changing the tired beauty story of “before & afters” that suggests there is only one way to be beautiful.

The project intends to strip away the judgment associated with the choice to wear makeup, spreading the message, “You are powerful when you choose to wear makeup — and are powerful when you choose not to wear it.”

The brand plans to help tell the powerful stories that are behind the powerful people that its product touch every day.

Consumers are encouraged to share photos that show a bare face on one side, and makeup on the other, using the hashtags #dermablendpro and #beautifulbeautiful. Tag a friend to be entered to win an “urban retreat” for two in New York City later this year.

Malena Higuera, general manager, Dermablend professional, says, “I am overwhelmed daily by the amount of powerful brand love pouring in from our customers. Inspired by these stories, we want to challenge the standards of beauty. This is about changing the typical “before & afters.” we truly believe we are all beautiful either way – before AND after, with and without makeup.”

Higuera continues, “After 10 years of cystic acne and many more struggling with the clear skin bias around me, dermablend taught me the true power that comes with making the conscious choice to wear makeup and feel confident in that decision. If and when you do choose to wear makeup, everyone should feel comfortable in their own skin.”