Can you be a feminist and love lipstick? Most definitely. Can you be an intelligent, successful woman and enjoy eye liner? Hell, yes! Is it possible to be passionately interested in experimental theatre/globalisation/chess/sculpture AND cream blusher? YES! And don’t let anyone tell you any different. Let’s just take a moment, and embrace the transformative power that makeup can have.

Max Factor’s #BeMoreYou campaign in partnership with Boots celebrates makeup’s glamorous, confidence-boosting power – in making you the very best version of you. You may be the surviving-on-three-hours of sleep Mama on the school run, but come Saturday night – courtesy of a glowing complexion, sexy smudge of charcoal liner and a slick of lipgloss – you might just have stepped off the Paris catwalks.

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Or perhaps you managed to snooze through your (multiple) alarms and realised that you’re late for work on that most crucial day. One train ride and a hasty concealer-blusher-mascara-powder application later, and yes, you’re convincing your boss exactly why you deserve a pay rise and a promotion. Can a touch of glamour boost your confidence and help you achieve your dreams? It can certainly make a difference.

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Thanks to their expert make-up artists, Max Factor wants to help women identify their best features – be it their eyes, cheeks or lips – showing them how to make the most of these and #bemoreyou. Max Factor believes that make-up shouldn’t mask a face, but transform it. How will you #bemoreyou today?

This feature is created in collaboration with Max Factor.