Mila Kunis Claims She’s Not Wearing Makeup In New Ad Because She Thinks We’re All Idiots

Mila Kunis Gemfields ad

In a new ad campaign called “Beauty By Nature” for Gemfields, actress Mila Kunis is presented in a fairly natural manner by German photographer and filmmaker Peter Linderbergh. She looks stunning, but I was irked by this statement:

“I didn’t have any make-up on; I didn’t have my hair blow-dried — so I felt a little bare. But he made me feel the most beautiful I have ever felt, and he was able to capture a very honest moment.”

I get it, celebrities–you woke up like this. You naturally have curled lashes, sexily tousled hair and perfect brows. No, wait, never mind Mila; you are so clearly wearing eyeshadow, mascara, brow powder, possibly brow gel, lip balm and what I’m going to guess is either BB or CC cream. All of which add up to “wearing makeup,” regardless of how natural it looks.

When I was still doing makeup for film, well over half the looks I did were simply “this person’s face, but ‘better.’” That is to say, make the actor look like him or herself, but remove or even out any discoloration, blemishes, unevenness, oiliness and/or dryness. Even in the most hippie of photoshoots with celebrities, the subject almost always goes through makeup (I saw “almost” because there are so brands that simply can’t afford makeup and hairstyling, but the ones who can, do).

This is not to say that all photos of celebrities supposedly without makeup are inherently false. For example, Beyonce posted an unreasonably attractive selfie the other day that, while reminding us all that she’s part goddess, could certainly have been sans makeup. But then there are ones like Demi Lovato‘s last year, wherein the star insisted she wasn’t wearing makeup and encouraged others to do so, calling the act “brave,” which is ironic considering it was so obvious that she was wearing multiple products.

I think makeup is awesome. It is one of my favorite genre of things in the world, in fact, and I want to roll around on it like Huell Babineaux did with Walt’s money pile on Breaking Bad. I don’t care who wears makeup and I won’t criticize people for not doing so, either, but pretending you’re not when you are is like a Victoria’s Secret model claiming her image isn’t regularly photoshopped to oblivion. It simply sets even more unrealistic ideals for women and tells them they are achievable.

Photos via Gemfields//H/T HuffPo Style.

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    • Alishmcmalish Dayum

      I dunno a lot of that can be explained away with natural coloring and photoshop (which has left its sticky mark on this photo), so I can believe there’s a lot less makeup than usual but she is clearly wearing mascara since her lashes are sticking up and sticking together. And she does clearly have brow liner. Those are the only two really evident ones (I don’t really consider lip balm makeup but maybe it is…)
      My problem is the photoshop though. Why call it natural if you’re going to digitize the lines from under her eyes and the pores from her nose.

    • Rachel

      It’s very possible she wasn’t wearing any makeup and they just airbrushed her. Sorry, I’m not ready to give up my undying love for Mila Kunis…

      • Lindsey Conklin

        I LOVE MILA haha

    • Lindsey Conklin

      I mean she looks beautiful and I do love Mila but she is absolutely wearing eye liner and mascara…

    • Futuralon Futuralon

      Her lashes could be wet with water, and her face could, theoretically, be naked. Black and white is pretty forgiving of skin tone issues. Don’t forget, photoshop in postproduction does not count as makeup in preproduction.

    • ScarletRegina

      I don’t think we can explain all of this away with photoshop. There’s definitely some eye makeup going on there.