Young women experimenting with makeup are often told that the products are meant to enhance their natural beauty, not mask it. But some people, like those with visible skin conditions, might want a mask, feeling they have something to hide.
And then there are those who use makeup to feel more empowered.
Cheri Lindsay is one of them.
You wouldn't know it by this picture, but Lindsay has a skin pigment condition known as vitiligo.
But in a new video she's seen taking a wash cloth, wiping away the makeup, and showing that her skin is actually more white -- devoid of pigment -- than black. And it's something that's accelerated by sun exposure.
"It was shocking to me at first because of how much came so fast," she says in a YouTube video confession, which is an ad for Dermablend Professional makeup. "It's not that easy to deal with."
Facing stares and questions, Lindsay sought out an alternative, something that would allow people to "look completely through it and see who I was as a person."
That something was Dermablend.
"There's something wrong with everybody," Lindsay continued, explaining why she was putting herself out there in this video, wiping off her makeup to reveal her true skin.
Watch Lindsay's confession:
Lindsay's video was produced to advertise the Dermablend Professional makeup, which is daring people to "take it off and reveal your camouflage."
"This uplifting campaign reveals the intimate confessions of how people have used Dermablend cosmetics to 'blend in,' camouflaging their imperfections or tattoos and thus allowing them to 'stand out' for who they are and not their skin concern," the cosmetics brand stated in a news release.
Creative director Ludwig Ciupka said nothing was scripted in the camo confession videos.
"[We were] almost in tears at moments," he said, according to AdWeek.
In addition to Lindsay's video, Dermablend has more than a dozen other confessions from people wiping off the makeup.
Watch this one from Cassandra Bankson, the host of a popular YouTube channel for makeup tutorials:
Dermablend is donating $1 for every shared or uploaded camo confession video to Look Good Feel Better, an organization helping women become comfortable with their appearance after cancer treatments.