Loreal. Maybelline. Sephora. Revlon. Olay. What comes to mind when these brand names flash at you from countless advertisements and commercials? Beauty? Perfection? An image to compare yourself to?

The cosmetic industry continues to see exponential growth each year with more and more men and women using makeup. As the pounds of foundation and lip balm pile on, so does our increased reliance on concealer to feel attractive and worthy of romantic or general attention. Natural beauty has been forsaken in favor of donning a mask to hide our intricate insecurities. In this age of self confidence and embracing who we are, we should be proud to put our true selves on display without needing makeup to preserve our self-worth.

Consumerism is growing more sophisticated. Makeup users are growing more conscious of what exactly makes up their favorite powders and eyeliners. As global warming is a threat to our environment internationally, concern about industrial pollutants and other chemical-based toxins has been a 2016 trend in the cosmetic world. The direct result has been the rate at which brands are transitioning into a more natural marketing environment.

U.K. brands Liha and Haeckels recruit fresh ingredients such as seaweed and use pre-industrial techniques based on African recipes to create their products. Yuli guides its brand with advanced skin technology and botanic research, ensuring that what they yield is both healthy and ethical. Mother Dirt utilizes beneficial bacteria and antioxidants in their lines of cleaners, shampoos, body washes and mists.

This new direction points to a society evolving into one of awareness and exploration. As mainstream brands have naturalized and other, lesser-known companies have started marketing on strong legs by using this approach, consumers have taken notice and started questioning the financial benefits of such products. In theory, using ingredients from nature is more economically wise than investing in potentially hazardous chemicals.

But what does this new direction mean for the cosmetic industry as a whole? Will our desire for more natural choices lead us to completely disregard makeup in the future?

Cosmetic products have a plethora of purposes. Performances, formal occasions, costuming or just walking about in everyday life. Makeup comes in many beautiful colors and can be fun to apply. Different types conform to and match various skin tones. It serves as a form of expression. But one takes it too far when makeup is found to be more pleasing overall than the person underneath.

Models are considered beauty icons across the globe. Advertisements are shoved down the throat of the innocent customer struggling to find an image comfortable for them. Many promotional merchandise and images are photoshopped or airbrushed to enhance what may or may not truly lie beneath the foundation and blush. Such fabrications are meant to inspire us to buy their products and work toward “perfection.”

This picture of ultimate attractiveness, however, can actually be dangerous. If our waists are not thin enough, we exercise until our clothes are two sizes too big. Heels enhance our height, clothing brands enhance our image in the public light. Makeup hides what could be considered natural milestones: blemishes, freckles, laugh lines. We are always striving for what we feel the world wants us to be rather than simply enjoying being who we are, warts and all, and strengthening our positive belief in that image. If confidence is to be built, it needs to be constructed on a healthy, empowering foundation, not on shallow expectations that are impossible to meet. That mindset can quickly become overwhelming and cause significant damage to one’s self esteem and overall perception of what happiness within yourself is.

There is nothing wrong with experimenting with lipsticks, concealers and mascaras. However, do not let propaganda and degrading standards rule your life. It is important to remember what you love about yourself, and that makeup is a way to express that love, not to hide what you hate. Embrace everything that is you, and you will be truly beautiful.