Makeup Forever - The world's first unretouched campaign

Today, women everywhere should prepare to jump for joy as Makeup Forever launches the world’s first ‘unretouched makeup campaign’.

Yes you heard it right: bucking the trend for unrealistically flawless foundation and perfectly polished pouts, the American makeup brand has chosen to use au naturale images to promote its line of HD foundation, instead of the endless stream of pictures, Photoshopped beyond recognition before they are released into our consciousness.

Pictured, arm outstretched, snapping a photo of herself, the campaign is clearly assisted by the fact that the model in question is already stunning, with near perfect skin.

However there are flaws for us to hone in on; from her bumpy arm to her dark under eye circles, the campaign has a sense of realism, that allows us to actually get a sense of the products capabilities, as opposed to those of the digital designer.

It's a brave pioneering move. Lets hope that this is just the first of many brands to allow us to see the real women, behind the manufactured image.