# Unfiltered Beauty Campaigns #NoFilterJustMilani Champions Beauty Online and in Real Life By Laura McQuarrie | Published 2023-04-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nofilterjustmilani References: [prnewswire](https://www.prnewswire.com/news-releases/milani-cosmetics-celebrates-unfiltered-beauty-in-nofilterjustmilani-campaign-301788996.html) & [instagram](https://www.instagram.com/p/CqlgTirPS0D/?hl=en) Beauty brands are taking a stand against unrealistic beauty standards by launching [anti-filter campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon), with Milani's #NoFilterJustMilani leading the charge. With this campaign, the brand recognizes that "As the line between real life and the digital world continues to blur, there is non-stop pressure to curate a flawless online persona." This [authentic beauty campaign](https://www.trendhunter.com/trends/we-belong-to-something-beautiful) features [Milani Makers](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns), some of the brand's biggest fans, who show their unretouched skin online and in real life using the brand's Conceal + Perfect 2-in-1 Foundation + Concealer. Social media users and beauty consumers are increasingly exposed to digital retouching, face-altering apps and filters, which can create unrealistic beauty standards and negatively impact self-esteem. While these technologies can be fun and creative, beauty campaigns like this one remind of their potential effects and the pressure to appear "perfect." ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 62% | Activity: 65% | Freshness: 15% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Authentic Beauty Campaigns:** More beauty brands will launch anti-filter campaigns to promote authentic beauty. - **Unretouched Skin:** Consumers will demand more products that highlight and enhance their natural features. - **Digital Detox Beauty:** Beauty brands will create products and campaigns that encourage people to disconnect from their phones and promote real-life beauty. ### Where This Applies - **Beauty and Personal Care:** Beauty brands will lead this trend by creating campaigns and products that promote authentic beauty. - **Social Media:** Social media platforms will need to consider the effects of filters and retouching on mental health. - **Photography and Videography:** Professional photographers and videographers can offer unretouched services for clients who want to show their authentic selves. ## Related on Trend Hunter - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Authentic Skincare Campaigns](https://www.trendhunter.com/trends/authentic-skincare-campaign.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md) - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md) - [Unretouched Photography Books](https://www.trendhunter.com/trends/dove-reimagine-beauty.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Authentic Ambassador Campaigns](https://www.trendhunter.com/trends/the-realest-person-on-earth.md)