The #freethepimple campaign encourages women with skin conditions to take a break from their cover-up methods and anti-acne treatments and proudly share photographs of their skin to the world, to reassure fellow sufferers that they’re not alone and reiterate that their natural complexions are nothing to be ashamed of.

The movement was founded by model and acne sufferer Louisa Northcote, who initially posted a video about her skin on Instagram back in March.

“I spent so many years covering [acne] up, having it affect my day, affect my life and affect my mental health but now I embrace it as it is part of who I am,” she explained in the video’s caption.

The #freethepimple hashtag has sparked hundreds of responses, with other women posting selfies of their skin, accompanied by captions telling their own stories.

This trending Instagram campaign is encouraging women to celebrate their acne