A short rant about the Primark Insta Girl make-up range

As you know from my top notch recent review of the Primark 90p lipstick, which I think we can agree was a blessing for everyone, I don’t have anything against Primark make-up generally. The 90p lipstick was actually pretty decent for under a quid. Plus I know that it isn’t just Primark who are doing this – it’s make-up brands everywhere.

But then I walked past Primark on my way to work this week and saw this advert for the Primark Insta Girl make-up range, and my hackles were instantly raised:

Primark Insta Girl make-up

(Quick question – what exactly is a hackle? Please find out and let me know.)

I hate the idea that we are bringing up a generation of young women who feel they need to be selfie ready at all, or, more to the point, that their own faces, as they are, are not good enough to be photographed.

Am I selfie ready? Yes thank you. I have A FACE. Oh, that’s not enough? 

Apparently not. Not when you take a closer look at the Primark Insta Girl range:

Primark Insta Girl make-up

Now don’t get me wrong, I would love to have the skin I had 20 years ago when I was a young, gorgeous girl – before I could do that thing of sort of gathering it up a bit behind my ears. I wouldn’t have any of those little fine red lines around my nose either, which make me look like I’m halfway to becoming an alcoholic tramp, living in a bin. There wouldn’t be those lines around my eyes that crinkle up when I smile.

But you know what, even with all that going on, my face is STILL GOOD ENOUGH.

Teenage girls and young women do not need a make-up range telling them that they are anything other than perfect just the way they are. With the Insta Girl range it isn’t even implied, it’s there in black and white – ‘face perfecting’ – you need this product because your face isn’t perfect already.

‘Insta Girl Flash Photo Gloss’ apparently brings out volume in your pout. WHAT FOR? Who says that your pout needs more volume?! What’s wrong with your mouth as it is? Is it not good enough? Your lips aren’t big enough?!

It makes me sad. And cross. And then sad again, because I don’t know where it will end or what we can do to change things.





  1. Sam
    17 March, 2017 / 12:28 pm

    You nailed my thoughts about this subject. Just saw tons of beautiful pictures of my daughters trip to Costa Rica. Not a pinch of makeup on any of the girls in any picture and they most certainly were camera/selfie ready.

  2. Lexiii
    19 March, 2017 / 11:01 pm

    What a load of rubbish, your just living in the past, you need to move on with the times

  3. Larissa
    19 March, 2017 / 11:02 pm

    Hackles are a line along a dogs spine that raises their fur when scared or angry to make themselves bigger. Just as you asked :) x

  4. Dawn Llewellyn-Price
    20 March, 2017 / 3:04 am

    I really wouldn’t worry about it. Jackie magazine sent my generation into ”Woolies’ on a Saturday morning in search of Miners and Rimmel make up with similar ads. Girls love make up, and it never hurt me. I’m still that same ‘won’t leave home without it’ I was at fifteen. These ‘messages’ to young girls are nothing new and were doubtless daubed on the walls of the pyramids too, How else would Cleopatra know to bathe in asses milk?

  5. 20 March, 2017 / 9:41 am

    I couldn’t agree more with what you said, young girls are already feeling the pressure as it is to “look good”, this really doesn’t help. I recall the days when I was young, wearing floral leggings and a mis-matched tshirt, you dressed your age then, not trying to make yourself look 10 years older. I’m now 29 and it’s got to the point that I can stand next to a group of 16 year olds and they look like the adults!

  6. 26 March, 2017 / 8:51 pm

    I agree. Young girls today are under more pressure than ever. Yes we had pressure when we were younger too but at least the celebs we were comparing ourselves to set realistic goals for us. Today they are photoshopped to within an inch of their lives, a beauty that is manufactured, unrealistic and unobtainable. No amount of makeup will help you look that good. It is sad.

  7. Gill Colling
    11 June, 2017 / 9:53 am

    Make up should be a choice, not an essential. At 51 I wear it (well foundation and mascara) most days but as a teen and up to very recently I was out and about without make up more often than with. Live life as you not as some magazine ideal!

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