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Many of us follow celebrities like Ariana Grande or Nicki Minaj on social media. We notice their relationship statuses, number 1 music slots, and statement fashion. It doesn’t take a detective eye to notice something else, though. All that makeup. Going into the cosmetics business is now one of the most-assured ways to make money. Rihanna’s Fenty line is set to out-sell both KKW Beauty and Kylie Cosmetics. Jessica Alba has her Honest line. Kat Von D is dominating Sephora sales. Even Gigi Hadid has a collaboration with Maybelline.

Makeup has taken a very strange turn, though. The cosmetics industry literally spent decades building up the tool that women and men could use “no one will ever know” was the biggest selling point. Designed as something to fall back on for a clever cover-up, makeup has been the blemish blessing for generations. It’s all changed, though. Having a two-inch, caked-up face all over social media is something that celebrities have taken on with pride. Then again, that doesn’t apply to all celebrities. Some famous faces, like Demi Lovato or Mila Kunis, are perfectly happy walking around makeup-free. Others, like Khloe Kardashian or Christina Aguilera are rarely seen without it. We’re dividing these 20 celebs into either category. Here are 10 celebrities who are always wearing makeup (plus 10 who are rarely seen wearing any).

10. KENDALL JENNER CAN TAKE IT OR LEAVE ITkendal jenner

The most important quality that modeling scouts look for? A naturally photogenic face. Kendall Jenner has admitted that getting accepted into the modeling world was “tough” – in the early days, Kendall was turned away from gigs for being linked to the Kardashians. With 2017 earnings of $22 million, Kendall is now the highest-paid model in the world. You will see Kendall in makeup. Then again, you’ll see her hitting the gym or grabbing iced coffee with a 100% makeup-free face. “Less is more,” Kendall told W Magazine. The Adidas and Victoria’s Secret model always wears sunscreen, but she doesn’t always wear makeup.

9. SELENA GOMEZ LOOKS LIKE THIS NATURALLYselena gomez

“My overall health” is what Selena Gomez focuses on – not whether the highlighter powder goes on before (or after) the contouring. The most-followed person on Instagram has 141 million people subscribing to her real vibes, down-to-earth personality, and music and fashion ventures. Considering that Selena is permanently in the spotlight, you’d think she would pull a Kardashian and make sure that she is fully prepped before leaving the house. Instead, this girl splashes around parks in denim dungarees. Here is what Selena wrote on Instagram regarding beauty: “The beauty myth – an obsession with physical perfection…to fulfill society’s impossible definition of beauty.”

8. ZENDAYA DOESN’T BELIEVE THAT “UGLY EXISTS”zendaya

Refreshing celebrities come with refreshing quotes. When Zendaya told Huff Post about the standards that she doesn’t “plan on lowering for anybody,” she wasn’t talking about makeup. Zendaya sees beauty in what’s underneath peoples’ skin – she doesn’t measure it by what you apply to the outside. “Nobody’s ugly,” Zendaya has been quoted as saying. “That doesn’t exist. I say, take the time to get to know who you are, taking the time to love yourself, and everything will be alright.” Looking at celebrities who have done that: Zendaya, Jennifer Aniston, Hilary Duff, and Selena Gomez, this girl has a point.

7. DEMI LOVATO PULLS OFF #NOMAKEUPdemi lovato

When you’re naturally beautiful, you’re naturally beautiful. Dress this girl up or reveal her true raw self, and she’ll always shine. Demi Lovato is one of 2018’s most-successful singers. Despite having to take some time out to get herself well, Demi is still on our minds, and that power of voice is still on our sound systems. In 2014, Demi launched Devonne by Demi. Unlike Kylie Cosmetics or KKW Beauty, the line is dedicated to caring for skin (as opposed to dressing it up). Think clarifying mud masks over contouring kits. Demi has famously said: “Your imperfections make you beautiful.” We don’t see many here, Demi.

6. EMMA WATSON IS NEVER CAKED-UPemma watson

Emma Watson may as well have “no time wasters” as her slogan. In 2011, Emma was wrapping up Harry Potter. In 2018, Emma has her opinions listened to at the United Nations, and she isn’t talking about makeup. While Emma has been the face of both Chanel and Burberry, covering herself in cosmetics isn’t how Emma rolls. The natural face that gets a slick of lipstick at the most is exactly what we see in Emma’s wardrobe – always classy, and always original. $60 million may be what Emma earned from the Harry Potter franchise, but spending it all at Sephora isn’t on her agenda.

5. GIGI HADID LETS THE STYLE DO THE TALKINGgigi hadid

2018 has been the year of model squads. Kendall Jenner would probably get lonely sitting on that throne alone. Thank goodness for Gigi Hadid, the rising “it” girl. Gigi is now the face of Fendi, Reebok, and Tommy Hilfiger. Part of Gigi’s job is to wear makeup – you don’t have much choice on the runway. In her downtime though, Gigi wears casual or offbeat looks (and not much makeup). Gigi’s Coachella outfits have been super chilled, and her gym wardrobe is likewise casual. FYI, this girl is a fierce boxer.

4. EMILIA CLARKE SHOWS US HER NATURAL SELFemilia

Here’s something interesting about major fashion and beauty brands. They choose natural beauty. Now the face of Dolce & Gabbana’s fragrance, Emilia Clarke is just one more star who has been cherry-picked for not wearing a ton of makeup. The Game of Thrones actress was always a woman of principles – being “somebody’s wife and somebody’s girlfriend” was not how she wanted her career to go, according to LA Times. Whether she is single, dating, married, or cuddling a dog though, Emilia won’t be listing makeup as “things to save if my house is on fire.” Silvery locks, yes. A ton of makeup, no.

3. MILA KUNIS PREFERS WORLD OF WARCRAFTMILA KUNIS PREFERS WORLD OF WARCRAFT

Not many celebrities can pull off a paparazzi shot of them at the ball game with confidence. They either sit court side in all kinds of designer clothes, or they come equipped with a ton of makeup. Mila Kunis sees things differently. The Friends With Benefits actress frequently tops “most beautiful” lists. In an interview with The Metro, Mila recalled arriving in the US as a child– her family had just $250 to their name. Likely reflecting Mila’s ability to see the real problems in life, her opinions literally say: “I couldn’t care less.”

2. GAL GADOT WEARS AS LITTLE AS EVERgal gadot

Gal Gadot’s social media posts show her wearing virtually no makeup. In fact, for many shots, it’s zero makeup. The Wonder Womanactress does have a contract with Revlon – there’s no way out of makeup with that one. Then again, it’s Gal’s “real-life superhero” vibes that have landed her a Reebok contract worth a reported $10 million, according to Page Six. For those shots, and for the Gal we know, it’s straight-up natural beauty. Having served two years’ military service in her native Israel, this is an actress who knows boots and dust. Gal brings that fighter attitude to her roles, and she doesn’t need makeup.

1. SIMPLE DOES IT FOR SCARLETT JOHANSSONSIMPLE DOES IT FOR SCARLETT JOHANSSON

The last major interview that Scarlett Johansson gave on beauty or makeup was back in 2015. You’re looking at a Marvel superhero actress who has far more important things to focus on. Grueling training regimes for Scarlet’s Black Widow roles are all the preparation this actress needs– playing around with a zillion eyeshadows just isn’t Scarlett. Natural beauty has been an asset for Scarlett from day one. Now, it’s earning her $25 million for a standalone movie.

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