At this point, Instagram is basically a compendium of different make-up trends and their defenders. Lots of these make-up artists say they get "shamed" for painting an entirely different face on top of the one they have. Others get shamed for sharing "no makeup" selfies. Who wins? We'll tell you who: The Kardashians. While their empire is largely built on family money and lucrative investments in reality TV, apps, and social media, they also make a LOT of money from hawking various products — especially MAKE-UP:

https://instagram.com/p/8lvTD6nGnQ/
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https://instagram.com/p/8dyrYeOS_g/

And, uh, other questionable body manipulations, like corsets:

https://instagram.com/p/8lvVv-OS8p/
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Sources: Sainthoax