But with the body positivity wave comes a slew of celebs who are opting to go make-up free - and share their bare skin with their millions of followers.
Here, the best celebrity no make-up selfies.
John Legend is Instagram husband of the year with the makeup free selfie he just shared of his wife, Chrissy Teigen.
Captioned simply, "No filter necessary," Legend showed off his gorgeous wife whose skin is seriously flawless.
In the early hours of the morning, Jeffreys gave her Instagram followers a rare sighting of her completely make-up free face - and predictably, she still looks gorgeous (if a little sleepy-eyed).
Photos of former Neighbours star Jodi Gordon looking impossibly glamorous usually surface on our Instagram feeds on the regular, but today the star posted a very different look. The 32-year-old mother-of-one captioned her beautiful bare-faced photo, “In a time where it’s all about make-up, retouching and being sexy… here’s an absolutely bare selfie. No filters or facetune.”
“I’m all about keeping my skin healthy and hydrated,” she continued, before attributing her glow to regular treatments at Liberty Belle Skincare.
We're used to seeing Miley Cyrus with high-voltage make-up and equally glare-inducing outfits, but this week, she's keeping things significantly more low-key while hanging out with her mum, Tish Cyrus.
The controversial star has appeared in a series of snaps wearing what looks like zero make-up - and we're loving the fresh-faced look.
Lily Collins, she of the inspirational eyebrows and ever-changing hairstyles, is another star to go bare, in so doing giving us another reason to be jealous of her: she also has perfect skin.
The star posted a make-up free selfie on Instagram overnight to prove it, with the caption: "Fresh skin, makeup free. Let the evening begin..."
The actress shared a make-up free selfie on Instagram, and it's quite different to anything we've seen before.
The actress posted the photo to celebrate her birthday recently, captioning it: "#nomakeup for my 44th birthday, embracing my past and future. Thank you for the instalove."
The singer went barefaced in between tour stops.
Cameron's selfie was in service of her book.
It pays to be a supermodel! Cindy posted this post-sauna snap
The singer ditched the red lipstick for this stunning selfie
J.Lo's signature glow was still evident in this bare faced pic.