By Jack Linshi
July 8, 2015

A social media campaign calling for an end to body shaming may have made things worse.

The hashtag #DontJudgeChallenge has taken off on Instagram, Twitter and Vine this month with users posting photos or videos of themselves with drawn-on unibrows, acne or other physical features often the targets of body shaming. Then, they wipe off their “flaws” to reveal what’s underneath:

You’re not alone if you’re totally confused. While the origin of the hashtag is somewhat unclear, the #DontJudgeChallenge began to trend around the time beauty blogger Em Ford posted a viral video of herself removing makeup from her face, revealing her acne, and encouraging viewers to accept themselves rather than to feel ashamed. Another recent viral video shows a South Korean fashion blogger removing makeup from only half her face, revealing a dramatic difference.

In contrast,#DontJudgeChallenge, to many observers, seems to be a parody, if not completely hypocritical:

Users have instead begun flocking to the #BeautyInAllChallenge, posting images celebrating the parts of their bodies that others may criticize. And who knows? Maybe this will be the next Ice Bucket Challenge:

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