If you know what you are doing then the application of make-up can transform ugly into beautiful, enhancing features that compliment and concealing those that stand out too much, it's a mastery of cosmetic illusion that in the wrong hands can have the reverse effect - beautiful into ugly.
As it is for all things, with great power comes great responsibility.
There are lots of good and decent people out there on Instagram and Twitter offering up some genuine advice for applying make-up in the best way possible.
Under the hashtag #MakeupTransformations people offer step-by-step guides and before and after photos on how to transform yourself into a beauty.
And then there's these guys, who have hijacked the hashtag to offer much less useful but much more amusing demonstrations of how makeup can transform a person until they're totally unrecognizable.