The Miss England pageant has decided to include a new round in the main stages that require title contenders to show their faces free of cosmetics, in a move aimed at resorting to natural facial features.
"The aim of the move is to promote positivity towards the body and natural beauty in societies obsessed with unrealistic standards of beauty, reinforced by images of models that occupy social media and global media," the British newspaper The Telegraph said.
Participants must send photographs of themselves without cosmetics or alterations to images provided by the photo applications.
The pageant, Angie Paisley, said she hoped the move would encourage contestants to wear less makeup and highlight their natural features.