00:00Before we had hashtag no filter, hashtag no makeup on Instagram, there was something called
00:07stars without makeup in the world's most beautiful issue of people. And the genius behind that act
00:14is Miss Liz Borkin. Liz, how did you come up with not a drop of makeup, stars without makeup,
00:21it had a lot of names. The tabloids, the star and the inquirer regularly did cover stories
00:26called stars without makeup with three exclamation points. And you've never seen people look worse,
00:32they would stalk them when they were taking out the garbage or on a sweaty hike, and they were all
00:38disheveled. And it was so mean and nasty. And I thought we can make a virtue of this, there's got
00:45to be a way to show stars looking beautiful without makeup with their cooperation. As I was thinking
00:51this one day, it was I think 2006, Catherine McPhee had just come in second on American Idol.
00:58And her reps brought her around to the magazine and to meet with each of the editors. And she came
01:04into my office, she had a flawless complexion. Her reps said, well, what can you do with her? And I
01:10asked her if she would pose without any makeup for the beauties issue. And she said, of course. And so
01:15she was the first person that ever signed on to do that act. The idea was to shoot stars with
01:25beautiful lighting, fantastic photographers. And instead of a makeup artist, we had skincare,
01:32they would get moisturized and moisturizer, a lot of moisturizer and spritzed, it really paid off. I mean,
01:41they all looked beautiful. And you yet you could tell that they were wearing no makeup. It was before
01:47advances in plastic surgery and dermatology. And so you use makeup to contour your face and make your lips
01:55look bigger. Yeah, there wasn't a lot of like Botox back then or Restylane or, you know, nobody was getting
02:03laser treatments, really. I think what I'm taking from this is that you saw the tabloid covers. And you
02:11said, what would this be if we added good lighting and consent?
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