Earlier this month, YouTuber NikkieTutorials created a video after hearing how some women are ashamed to say they enjoy make-up. Her “Power of MAKEUP!” video has received nearly 17 million views and since then has inspired the hashtag #PowerOfMakeup, where women are uploading pictures of themselves only wearing make-up on half of their face.

In the video, Nikkie says:

I’ve been noticing a lot lately that girls have been almost ashamed to say they love make-up,” she said, “because nowadays when you say you love make-up, you either do it because you want to look good for boys, you do it because you’re insecure, or you do it because you don’t love yourself.

Other women who are posting their pictures have been including their opinions about make-up including, “If a woman wants to wear makeup, let her,” and “Because when someone asks who I’m trying to look good for, my answer is always ‘myself.”

H/T Buzzfeed