The Kardashian/Jenners get a lot of stick for their use of filters and photoshop, but in recent months we have noticed a change.
While for Kourtney it may be more of a publicity stunt - posting two stunning unedited bikini shots and then deleting them - for Kylie it's actually something she has been quietly doing for a while.
For those who don't follow Kylie, it's easy to assume she only portrays herself a certain way, but her fans will know that since March last year there has been a gradual, but consistent change.
Yes, the highly edited photoshoots still appear everywhere, but on her Instagram stories, Kylie is revealing more of her true self.
Back in March she posted a selfie sharing a look at her real skin texture through her makeup. Captioning the image, "Sometimes you just gotta take the filter off", it's clear she knew the statement she was making.
Then in May she did the same thing again, this time with no makeup on whatsoever.
Fast forward to last night and Kylie was sharing her evening skincare routine on stories and her love for her Kylie Skin Makeup Melting Cleanser (which we can vouch for).
Previously Kylie has been roasted for posting a cleansing video where she didn'```t wash her forehead, clearly conscious of how she appeared on camera.
This time however, she completely removed all her makeup and even shared the spot on her forehead, with no filter whatsoever.
Instagram/kyliejenner
Instagram/kyliejenner
These little changes are a big deal for the family and it makes sense as the youngest member that Kylie is the one leading from the front.
While her sisters grew up in a time of impossibly glossy images, Kylie's TikTok generation are a lot more relatable and real.
Instagram/kyliejenner
Instagram/kyliejenner
I'm sure that her role as a mum has made her think about how she portrays herself, not to mention the fact that relatability is what people want now. Hello Emma Chamberlain at the Met Gala.
If the Kardashian/Jenner business is to continue to survive it needs to adapt and while they might be baby steps, we're proud of Kylie either way.
After all, it can't be easy to go completely makeup and filter-free knowing that 27o million people are watching your every move.
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Kylie Jenner just went makeup and filter-free to show her spot - Cosmopolitan UK
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