We're all a little bit guilty of using the aul filter a bit too much when we're uploading our snaps to Instagram.
Magazine covers are photoshopped and social media is filled with images that have been tweaked and edited.
Unfortunately, we rarely see what people actually look like.
Thankfully, Urban Decay have taken to Instagram to show un-retouched skin, and it's actually very important.
The brand have chosen models with skin texture, freckles, and actual, visible pores. (Yes!)
— Fabulous (@Fabulousmag) August 15, 2018
The images are beautifully striking and show off Urban Decay's products in all of their glory – without any filters altering them.
The response that the images have gotten on social media says it all – people want to see more of reality when it comes to beauty.
People took to social media to express their delight, writing, ''finally the beautiful reality is revealed. No more plastic photoshop surgery. Way to go!'' and ''I love seeing real skin texture!''
Another person said, ''this is unedited picture is both a delight to look at and a confidence present for all the girls in the world.''
It's about time that major make-up brands are taking steps to highlight people who aren't naturally flawless (which is all of us btw).
Scars, freckles, lines, sun spots, line is what makes us all unique, so maybe it will make people think twice about popping a filter on every time.
And hopefully other brands will follow Urban Decay's footsteps because we think it looks unreaaal!