This video by YouTuber NikkieTutorials highlighting the "power of make-up" has now been watched almost 17 million times.
Nikkie created the clip after hearing that some women were "almost ashamed to say they love make-up" and that she felt people were being made to feel bad for liking it.
Her video, which was uploaded last month, has spread across the world and now women are using it as inspiration to post their own transformations.
Using the hashtag #ThePowerOfMakeup, women are uploading images of themselves with make-up on only half their face.
Along with the images they've also been writing about what they think of make-up and tagging Nikkie in their posts.
"Embracing both sides here (of make-up and not) because I'm comfortable either way."
"Because when someone asks who I'm trying to look good for, my answer is always 'myself'."
"If a woman wants to wear makeup, let her."
"Yes, my skin isn't flawless and I do get blemishes and have a few light freckles.. But it's me ☺️ no one is perfect - be happy in the skin you're in - make-up doesn't define you!"
"Was very reluctant to post this but if you don't like me without make-up, you sure as hell don't deserve me with make up!"
"Been loving all the comments lately that make-up doesn't define you and to stop the make-up shaming. I don't wear make-up for others, I wear it for myself."
"I do make-up because it is fun and I like changing up my look. I do it for myself, and for no one else."
Some of Nikkie's fellow make-up artists are joining in the trend on Instagram as well:
"I love make-up & you should too, don't be ashamed or embarrassed that it makes you feel either a little bit better about yourself or a whole fucking lot better about yourself."
Richard James is acting head of news for BuzzFeed Australia and is based in Sydney.
Contact Richard James at firstname.lastname@example.org.
Got a confidential tip? Submit it here.