Founder Maura Sheedy began Instagram account @makeuplessmaura (now @makemuse) when she was sixteen-years-old in her hometown, Pittsburgh, Pennsylvania.
One afternoon at the beginning of her junior year of high school during a conversation with friends about makeup, hair, and outfits for later the night, Maura could not help thinking about how much time, energy, and money are devoted to looking “perfect.” Then the idea hit her.
She announced, “Guys what if I went an entire year without makeup?”
A few days later, her blog-style Instagram account @makeuplessmaura was born.
During her year without makeup, Maura posted daily with makeup-free updates, positive encouragement, rants on social expectations of beauty, natural makeup recipes, even filmed interview on the subject of makeup and real beauty, as well as updates on her own experience with makeup and body image. Maura's goal became to dive as deep into the issue and explore all sides. @makeuplessmaura then became about changing the face of the beauty industry and promoting overall self-acceptance. The account had the goal of inspiring people to reconsider the idea that beauty is only associated with makeup and to be aware of the flaws of the beauty industry.
Today, Maura's experience living a a makeup-free year and updating her account @makeuplessmaura remains a defining period in her life. Her goal is to continue to reshape the way people think about beauty and inspire others to be confident in their skin, with or without makeup with her new initiatives on Make Muse (formerly MAKE by makeupless). As a feminist and go-getter, she hopes to now prove that ALL existing and emerging female expectations and standards- relating not just to beauty and body, but in business, leadership, activism, art, fashion, and more- must be challenged through her platform Make Muse.