Make Up For Ever Hosting Photoshop-Free Model Contest

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The backlash against overly-retouched beauty ads isn't going away. Make Up For Ever had a campaign last year that they claimed was "the first unretouched makeup ad." The ad (pictured) did look awesome, but many critics correctly pointed out that it's easy to look pretty in an ad when you're a) young and b) a professional model.

Undeterred, Make Up For Ever has taken their idea one step further--they're hosting a contest where fans can send in pictures of themselves in their favorite looks (wearing MUFE, of course). Aspiring makeup artists/models can submit photos through the month of January, and finalists will be announced on the brand's Facebook page. The winner gets to star in ads for the company's HD Starter Kit. (It's not clear if fan voting plays a role, so prepare yourself for a million emails from friends asking you to vote for them.)

So, what are you waiting for? Ladies, start your beauty engines.
•Make Up For Ever's New Unretouched Ad...Starring You? [BirchBox]
•Make Up For Ever [Official Site]