We asked the coun­try’s top mod­els—women who spend the ma­jor­ity of their lives un­der lay­ers of foun­da­tion and mas­cara—to go com­pletely nat­u­ral. Our mes­sage? Phys­i­cal beauty is lim­ited, in­ner con­fi­dence is for­ever!

Cosmopolitan (India) - - CAMPAIGN - By Priyam Chaturvedi

Ac­cord­ing to a re­cent sur­vey con­ducted in over 10 coun­tries and polling thou­sands of women, only a teeny 2% de­scribe them­selves as beau­ti­ful, and just 13% of women say they are sat­is­fied with their beauty. There’s more—nearly 68% of women feel that the me­dia to­day sets un­real stan­dards of beauty that most can­not even think of achiev­ing. Not good. With the bar­rage of ‘flaw­less’ im­ages hit­ting us ev­ery sin­gle day, many women ei­ther end up feel­ing ‘lesser than’, or pres­sured to achieve the ‘per­fect’ face, hair, lashes, and waist. At Cosmo, how­ever, we be­lieve that women should be proud of their bod­ies, their skin, them­selves. And more than any­thing else, they shouldn’t have to feel em­bar­rased be­ing ‘real’. Sure, make-up, surgery, and al­ter­ations are fine if you want them, but they are choices, and not some­thing you ‘have to’ do be­cause it is ex­pected. So we’re thrilled to an­nounce our Go Nat­u­ral cam­paign, an ini­tia­tive that en­cour­ages ac­cep­tance and ques­tions the be­lief that women must look ‘per­fect’ at all times. To sup­port us, In­dia’s most fa­mous mod­els have dared to bare their most nat­u­ral selves— zero fil­ters, not a smidgen of make-up, and ab­so­lutely no Pho­to­shop, just real beauty in its purest form. The mes­sage be­ing sent out is a pretty pow­er­ful one—be­ing real is not just good enough, it’s beau­ti­ful and con­fi­dent. And ul­ti­mately, you are as beau­ti­ful as you feel.


“This shoot was re­ally im­por­tant to me be­cause for once I was rep­re­sent­ing my­self and how I look, with no dis­tor­tions. It’s great to be given a plat­form, as a model, where I can show­case that my self im­age does not come from the trim­mings that are

a part of my pro­fes­sion.”


“I think this is a great con­cept. Go­ing bare faced does re­quire a lot of con­fi­dence

and I did feel a bit in­se­cure at first, but then I thought that one should be ok be­ing their real self. The best part of this cam­paign ac­cord­ing to me is that ev­ery­one will be able to re­late to us

mod­els as reg­u­lar peo­ple.”


“I chose to be a part of this cam­paign be­cause it felt like an op­por­tu­nity where I could be in front of the cam­era with­out any make-up

to hide be­hind and still feel con­fi­dent. I think it’s very im­por­tant to feel good about your­self—with or

with­out any make-up!”


“I think us­ing tonnes of make-up on your face has be­come a huge trend,

but it’s not some­thing that suits ev­ery­one! Each one of us is born with a strong fea­ture and I’d like to tell peo­ple to be con­scious of their strengths and be all-nat­u­ral.”

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