To celebrate her 44th birthday, Gwyneth Paltrow went au natural -- that is, make-up-free.
The Oscar winner and Goop founder posted a make-up-free selfie on Tuesday, writing, "#nomakeup for my 44th birthday, embracing my past and future. Thank you for the instalove #goopgoesmakeupfree @goop"
Despite developing make-up products with Juice Beauty and recently introducing her Goop skin-care line, Paltrow generally eschews makeup, especially during the day.
"I often go out with just mascara and a little cheek. I don't use bronzer," Paltrow told The New York Times in April.
Paltrow joins a growing list of celebrities who are invoking the "#nomakeup" hashtag. Alicia Keys, 35, made headlines earlier this year when she wrote in Lenny, Lena Dunham's online newsletter, about why she was going makeup free.
"'Cause I don't want to cover up anymore. Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing," she wrote, adding, "I hope to God it's a revolution."
Alessia Cara, 20, recently announced her decision to go makeup free for every performance of her new song "Scars to Your Beautiful."
"How could I be preaching a song about being yourself and being beautiful and perfect the way you are -- and have a full face of makeup?" she told Glamour.com, where she also opened up about her struggle with hair loss. "I want to show people that I am comfortable enough to go on national television and just be myself. It would only feel right if I am 100 percent me."
Meanwhile Mila Kunis, 32, appeared on the back cover of Glamour wearing only face serum and eye cream.
"I commend women who wake up 30, 40 minutes early to put on eyeliner. I think it’s beautiful. I’m just not that person," she told the magazine.
Meanwhile, the list of famous women posting barefaced selfies -- including Jennifer Lopez, Lady Gaga, Selena Gomez, Taylor Swift, Hilary Duff, Demi Lovato, Gwen Stefani and Emma Roberts -- just keeps growing.