Així son sense maquillatge la Lídia Heredia @gemmapuigf @MartaBosch1 i @nuriasoleperez #NoMakeUp #ElsMatinsTV3 pic.twitter.com/UBz8tph1N3

— elsmatins (@elsmatins) 7 de setembre de 2016

La cantant Alicia Keys va publicar, el mes de juny, una carta en un portal feminista on deia que no es tornaria a maquillar mai més, i n’explicava els motius. Poc després, la presentadora de TVE Anne Igartiburu se sumava a Keys i es desmaquillava en directe. Ara s’hi han afegit les periodistes i presentadores de TV3 Núria Soler, Lídia Heredia, Marta Bosch i Gemma Puig. Carles Costa, nou presentador d'Els Matins, també s'ha sumat a la tendència.

A aquesta guerra contra el maquillatge s'hi han afegit nombroses actrius, cantants i personalitats com Shakira, Kate Winslet, Scarlett Johansson, Lena Dunham, Demi Lovato, Beyoncé, Gwyneth Paltrow, Cameron Díaz, Drew Barrymore, i Úrsula Corberó. Aquesta tendència també ha estat seguida per moltes altres noies sota l'etiqueta #NoMakeUp
 

 

Current mood 🙃🙃🙃 How are you feeling today?

A photo posted by Alicia Keys (@aliciakeys) on Jul 28, 2016 at 10:55am PDT

 

Stay tuned for the behind the scenes of this selfie / No se pierdan el cómo se hizo de un selfie! Shak

A photo posted by Shakira (@shakira) on Jul 7, 2016 at 10:28am PDT

Scarlett Johansson and Kate Winslet go make-up free in this month’s @VanityFair Hollywood issue! pic.twitter.com/7XClXOBCdi

— Salons Direct (@SalonsDirect) 6 de febrer de 2014

 

Hoping the merch Jack brought me from Cats will distract from this Monday face. Hello colleagues, I'm a Jellicle cat!

A photo posted by Lena Dunham (@lenadunham) on Aug 1, 2016 at 4:45am PDT

 

MORNING 👳⚘

A photo posted by Úrsula Corberó 🐣 (@ursulolita) on Aug 7, 2016 at 4:16am PDT

 

#NoMakeupMonday day after the #VMAs selfie!!! @devonnebydemi

A photo posted by Demi Lovato (@ddlovato) on Aug 31, 2015 at 4:48pm PDT

 

A photo posted by Beyoncé (@beyonce) on Jun 12, 2015 at 3:16pm PDT

 

Good morning beautiful downtown San Francisco. If you are near union square, I'm on my way to sign copies of 'It's All Easy' at #goopmrkt 140 Maiden Lane come give me a 💋 #Gspotting (10:30-12:30)

A photo posted by Gwyneth Paltrow (@gwynethpaltrow) on May 5, 2016 at 9:55am PDT

 

Dear @camerondiaz, before the day ends, I bid you a happy birthday, and I hit the ground with gratitude for getting to be one of the women who calls you a best friend 💕

A photo posted by Gwyneth Paltrow (@gwynethpaltrow) on Aug 30, 2016 at 9:27pm PDT