Sleek MakeUP has launched a new global campaign to tackle make-up shaming.

The My Face. My rules. campaign aims to positively recognise and stand up for everyone’s right to define their individual beauty, without boundaries.

Celebrating individualism and uniqueness, the campaign stars Sleek MakeUP consumers ad showcases their incredible make-up skills and responses to the judgement they face in their daily lives.

To highlight the issue, Sleek MakeUP has joined forces with anti-bullying charity Ditch the Label to commission a make-up shaming survey, which found that over a quarter of respondents have felt judged for wearing make-up.

Liam Hackett, founder and chief executive officer of Ditch the Label, says: “We hope that this research will contribute to the growing discussion against make-up shaming and will bring us a step closer to our vision of a world that is fair, equal and free from all types of bullying.”

To accompany the research and campaign, Sleek MakeUp has released their My face. My rules. manifesto, with the aim to drive the conversation around representation of make-up lovers in the beauty industry.

The manifesto states:

1.     We will be truly representative of all make-up junkies, especially those often ignored in the beauty industry

2.     We will stand up to make-up shaming and support our consumers in their passion for make-up

3.     We will continue to showcase our consumers and their amazing looks and skills in our campaigns, in the way they want to be seen

4.     We will be brave and bold in challenging beauty industry norms.

Founded over 25 years ago to cater for those often ignored by the mainstream beauty industry, Sleek MakeUP has always been a brand with diversity and individuality at its core. This campaign is the culmination of everything it has been passionate about as a brand over that time.