The cost of looking natural: Why the no-makeup movement may fail to discourage cosmetic use

Consumers seek naturalness across many domains, including physical appearance. It seems that the desire for natural beauty would discourage artificial appearance-enhancement consumption, such as cosmetic use. However, across an analysis of the “no-makeup movement” on Twitter and Nielsen cosmetic sales (Study 1a), an image analysis of #nomakeup selfies using machine learning approaches (Study 1b), and three experiments (Studies 2–4), we find that...