#YouLookDisgusting: Beauty Blogger Em Ford on Bullying, Self-Acceptance, and the Power of Going Viral

Inside Em Ford’s viral stand against beauty shaming and her quest to challenge online standards of perfection.

By Medha deb

Created on Sep 30, 2025

Inside Em Ford’s viral stand against beauty shaming and her quest to challenge online standards of perfection.

#YouLookDisgusting: The Viral Video Challenging Beauty Standards

When Em Ford, the creator behind the My Pale Skin blog, uploaded her video #YouLookDisgusting in the summer of 2015, few could have anticipated the global movement it would trigger. The video, a montage of cruel and supportive comments received on her makeup-free and made-up selfies, did more than go viral—it exposed the raw underbelly of online beauty culture and opened up vital conversations around online bullying and society’s relentless pursuit of perfection.

Introduction: A Face, Unfiltered

At its core, #YouLookDisgusting reveals how women, and particularly public figures in beauty communities, are held to impossible standards both with and without makeup. Ford’s experiment, showing her skin bare and then concealed with cosmetics, highlighted a damning paradox: neither her natural appearance nor her artistry with makeup satisfied critical internet commentators. The reactions ranged from venomously cruel (“Her face is so ugly”) to superficially praising (“You look amazing”), reflecting society’s conflicted attitude towards appearance and authenticity.

The Story Behind #YouLookDisgusting

Em Ford began documenting her battle with adult acne on YouTube, using tutorials and candid vlogs to connect with others navigating similar struggles. She quickly attracted a following appreciative of her honesty, but as her visibility grew, so did the negative attention—and the comments stung. Names like “revolting” and “disgusting” echoed across her social feeds, leaving a profound impact on her sense of self-worth.

She noted in a BBC Trending interview that even when she meticulously applied makeup—showcasing industry skill and artistry—she attracted criticism for being “fake” or providing “false advertising.” It was this double-bind that inspired her to create the #YouLookDisgusting video, hoping to reveal the absurdity and cruelty of these conflicting demands.

Creating the Video: A Timeline

Three months of collecting social media comments—both the positive and negative—on posts with and without makeup.
Curating these comments for a short film, juxtaposing her bare face with comments about her acne, then showing her covered face with makeup and a new wave of both admiration and critique.
Concluding the video with her own resolution: “You are beautiful. Don’t let anyone tell you differently. Not even yourself.”

Social Media Expectations and the Pressure of Perfection

Ford’s video resonated precisely because it tapped into a common, gendered experience: the feeling of being judged unworthy without makeup, yet labeled dishonest for wearing it. Social media, she argued, fuels unrealistic expectations for how women should look, rewarding a narrow version of flawlessness while shaming those who deviate from it.

Ford’s own experience with acne made these pressures especially acute. She described the emotional toll: cancelled plans, social withdrawal, and the constant calculation of how much of herself it felt safe to show online. As she explained, the backlash was not just personal; it was a microcosm of institutionalized beauty standards that affect millions.

Voices from the Community

@demi_1291: “We’re expected to be plastered with makeup every second of every day and if we don’t do that then we’re perceived as ugly or disgusting humans.”
@gabsundo: “We shouldn’t be ashamed of who we are but we also shouldn’t be ashamed if we like to wear makeup to enhance the way we look sometimes.”
Many followers shared stories of bullying, low self-esteem, and resistance, launching the hashtag #YouLookDisgusting as a rallying cry.

The Paradox of Beauty: Damned if You Do, Damned if You Don’t

Ford’s video paved the way for deeper discussions about “appearance-based double standards.” Society’s contradictory messaging puts women in a perpetual bind: natural is “lazy” or “unattractive,” yet visible makeup is “false” or “deceptive.” The cruelty of online comments captures this paradox, leaving no room for authenticity—unless it happens to align with ever-shifting trends.

Common Themes in Online Beauty Bullying

Natural Look Criticism: Users call unfiltered faces “ugly,” “unprofessional,” or even “disgusting.”
Makeup Criticism: Those using foundation, concealer, or artistic techniques face accusations of “false advertising,” being a “catfish,” or “not being able to trust women.”
Catch-22: Women are routinely criticized both for revealing real skin texture and for concealing it—while men rarely experience the same pressure.

Empowerment: Turning Vulnerability into Strength

The final frames of Ford’s video move viewers from outrage to hopefulness, with a message echoing across the globe: “You are beautiful. Don’t let anyone tell you differently. Not even yourself.” As the video continued to go viral—garnering over 8 million views—hundreds of thousands of people, particularly women, stepped forward to share their own unfiltered selfies and stories. The campaign empowered people struggling with their appearance to build each other up rather than tear each other down.

Why #YouLookDisgusting Matters

It challenges the assumption that self-worth is tied to appearance.
It exposes the toxic nature of anonymous online comments and highlights their real-life emotional impact.
It broadens the dialogue on beauty, making space for imperfections and individuality.
It provides practical encouragement for anyone struggling with acne, insecurity, or feeling judged by society’s gaze.

Responses: The Beauty Community and Broader Impact

After the video, influencers, industry insiders, and everyday viewers weighed in. Many commended Ford’s bravery, while others saw it as a call to arms for more honesty in beauty conversations—both on and offline. It spurred brands and fellow bloggers to reevaluate their approach to authenticity and inclusivity.

Stakeholder	Response
Beauty bloggers	Shared their own bare-faced photos, opened up about skin issues, and discussed mental health.
Brands	Began highlighting diverse models and less retouched imagery in campaigns.
Viewers	Flooded comments with messages of gratitude, solidarity, and personal stories.
Media outlets	Covered the video extensively, fueling broader conversation about cyberbullying and body image.

Impact on Mental Health: The Hidden Price of Beauty Shaming

Ford’s willingness to show vulnerability shed light on the mental health burden that comes with relentless criticism. She described moments where her acne and online abuse made her want to “cancel plans with friends” or stop blogging altogether. Research confirms that such bullying increases the risk of anxiety, depression, and reduced self-esteem.

The viral campaign thus became not only a critique of beauty culture, but a plea for empathy. Ford and her followers demonstrated that psychological health should be valued above the fleeting standards of Instagram feeds.

Online Etiquette: Rethinking Our Behavior and Its Consequences

Ford’s interview underscored an urgent question: Should the anonymity of the internet excuse cruelty?

She urged viewers to “be more mindful about what they’re typing online,” warning that comments, even when not said face-to-face, can inflict lasting harm.
She called for a new online culture prioritizing kindness, accountability, and support over negativity and judgment.

What’s Next? The Continuing Conversation About Beauty and Bullying

Though the initial wave of attention around #YouLookDisgusting has ebbed, its legacy continues. The dialogue it fostered remains vital—reminding both content creators and consumers to advocate for acceptance, representation, and respect.

Key Takeaways for Social Media Users

Pause Before Posting: Words matter. Online comments shape real people’s lives.
Challenge Unrealistic Expectations: Celebrate diversity in beauty, and resist narrow definitions of worth.
Support Each Other: Join and amplify positive movements that embrace flaws and differences.

Frequently Asked Questions (FAQs)

Q: What inspired Em Ford to create the #YouLookDisgusting video?

A: Em Ford was driven by the contradictory, often cruel comments she received online—shamed for her bare skin and then again for covering up with makeup. She wanted to highlight the damaging standards thrust upon women by social media and spark honest discussion.

Q: How did people react to the #YouLookDisgusting video?

A: The video sparked an outpouring of support, as well as global media coverage. Many viewers shared their own experiences with bullying and insecurity, helping the hashtag trend as a beacon for self-acceptance.

Q: What is the main message behind #YouLookDisgusting?

A: The campaign calls out the double standards in beauty expectations, argues for empathy and authenticity, and encourages everyone to reject societal shaming in favor of self-love.

Q: What impact did the campaign have on the beauty industry?

A: Brands and influencers began to embrace more inclusive, realistic representations of beauty, and mental health conversations became more integrated in online beauty spaces.

Q: How does online bullying affect mental health?

A: Victims often experience anxiety, depression, and isolation—underscoring the need for greater awareness and support within online communities.

Conclusion: Redefining Beauty on Our Own Terms

Em Ford’s #YouLookDisgusting stands as a watershed moment in beauty culture—proof that vulnerability is powerful and that collective action can shift narratives. As conversations continue worldwide, Ford’s message remains as urgent as ever: “You are beautiful. Don’t let anyone tell you differently. Not even yourself.“

For more inspiring stories and beauty news, follow the ongoing conversation with #YouLookDisgusting.

References

Author

medha deb

Medha Deb is an editor with a master's degree in Applied Linguistics from the University of Hyderabad. She believes that her qualification has helped her develop a deep understanding of language and its application in various contexts.

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