The Helsinki-based makeup artist openly expresses her distaste towards over-edited Instagram makeup pages, and to counteract this leaves her images un-retouched. “It’s hard to know what is actually true and what isn’t. As a makeup artist viewing these photos, I couldn’t tell if the makeup was good or not because the photos had been so overly retouched.” To Kuurne, being able to differentiate between the skilled stroke of a makeup artist and the perfecting swipe of a Facetune app goes a long way, not only in MUA credibility but also in sending a positive message. “I want my work to reflect that it’s ok not to be ‘perfect’ and that it is beautiful to be different.”