YouTuber NikkieTutorials decided to create a video aimed at showing the "power of make-up" after noticing some women had become reluctant to say they enjoyed using it.
"I've been noticing a lot lately that girls have been almost ashamed to say they love make-up," she said, "because nowadays when you say you love make-up, you either do it because you want to look good for boys, you do it because you're insecure, or you do it because you don't love yourself.
"I feel like in a way lately it's almost a crime to love doing your make-up."
So, inspired by an episode of RuPaul's Drag Race in which contestants dressed half as a man and half as a woman, Nikkie decided to use make-up on only half her face to show what a difference it can make.
"I'm going to do half my face full-on glam, I'm truly going to transform one side of my face, and the other side is going to be – me, raw unedited, nothing, me, just me," she said.
"I notice a lot when I don't wear make-up and have my hair up in a bun and I meet people and show them pictures of my videos or whatever looks I have done, people tell me, 'That's not you.'"
During the video, she tells viewers what make-up she is applying and how.
And then, at the end, reveals the transformation.
"There are no rules to make-up, and make-up is there for days when you want to look hella good," Nikkie concludes.
The video, which was uploaded to YouTube last month, has so far been watched over 9 million times. You can watch it below:
