When YouTuber Nikkie, the creator of NikkieTutorials, heard that some women were almost ashamed to like makeup, she felt the need to send a message.

So she created a clip highlighting the "power of makeup," which has since been viewed more than 17 million times. Over a span of six minutes, the blonde beauty dolls up just one side of her face to show the difference a little powder, blush and eyeliner can make.

power of makeup

Nikkie explains below the video, "I thought it would be cool to show you the power of makeup. A transformation. Because makeup… is FUN!"

Her message has since spread, inspiring thousands of women to upload images of themselves with makeup on only half their faces (using the hashtag #ThePowerOfMakeup) to prove that it's okay to love yourself in any form.

https://instagram.com/p/4UAvlEo61o/

“Embracing both sides here (of make-up and not) because I’m comfortable either way," one Instagram user wrote, while another said, “Was very reluctant to post this but if you don’t like me without make-up, you sure as hell don’t deserve me with make up!”

Have you participated in #ThePowerOfMakeup movement? Share your photo in the comments section below!