When beauty brands choose models for their ads, they follow different principles. Some look for girls whose faces are like a blank canvas where anything can be painted on. Others prefer models with prominent facial features to convey the uniqueness of the product. But all ads have one thing in common: even if we think that a model barely has any makeup on her face, in reality, there are a few layers of makeup. And it’s really hard to figure out what their natural face actually looks like.

When we at Enlighten came across yet another beauty ad, we concluded that it’s impossible to evaluate the quality of the advertised products because we don’t know what the women in these ads really look like and how drastically their makeup transformed their natural beauty. That’s why we decided to analyze the models who became the faces of popular beauty brands to see what they really look like without foundation, concealer, highlighter, and other makeup products.

1. Bella Hadid — Dior

Dior0000001 / Reporter / East News2. Sasha Luss — Dior

Diorsashaluss / Instagram3. Lindsey Wixson — Yves Saint Laurent

Saint Laurentlindseywixson / Instagram4. Karlie Kloss — Dior

Diorkarliekloss / Instagram5. Diane Kruger — Chanel

CHANELdianekruger / Instagram6. Maryna Linchuk — Dior

Diormarynalinchuk1 / Instagram7. Charlotte Casiraghi — Gucci

Guccicharlottexcasiraghi / Instagram8. Andreja Pejić — Make Up For Ever

Make up for everandrejapejic / Instagram9. Cara Delevingne — Yves Saint Laurent

Saint Laurentcaradelevingne / Instagram10. Doutzen Kroes — L’Oréal Paris

L’orealdoutzen / Instagram11. Jourdan Dunn — Burberry

Burberryjourdandunn / Instagram12. Ruby Rose — Urban Decay

Urban Decayrubyrose / Instagram13. Martha Hunt — Revlon

Revlonmarthahunt / Instagram14. Sasha Pivovarova — Lolita Lempicka

<-32">sasha_pivovarova / InstagramLolita Lempicka15. Abbey Lee Kershaw — Calvin Klein

<-34">Calvin Kleinabbeylee / Instagram16. Lara Stone — Calvin Klein

Calvin Kleinlara_stone / Instagram17. Arlenis Sosa — Lancôme

Lancomearlenissosa / Instagram18. Hanaa Ben Abdesslem — Lancôme