This natural beauty initiative either has something to do with Debrahlee Lorenzana, a 21st century Joan Holloway who was (allegedly) fired by Citibank for being too sexy for her shirt, or it’s a fabulous prank: after all, the organizers are asking women to donate their unopened makeup to–no joke–women’s shelters (Let them eat L’Oreal!)

The people at The Beauty Bean, where MFM was launched, recommend a Charlotte York inspired Sex and the City hair style that requires a $58 “serum” followed by a $38 “Anti-Humidity” spray followed by a $49 “creme”—no servility to fashion or commerce here! But their MFM page exhorts, “Stop apologizing for not wearing makeup, no matter what day of the week it is.” It’s true that women apologize for a lot of random nonsense, but not, in my experience, their bare faces. Even Grace Coddington goes naked at Vogue.

What next–girdle-free Fridays? This is the latest (well-intentioned) initiative in a growing trend of low concept activism that ranges from the merely misguided (Remember Not One Damn Dime Day? No one else does either) to the downright embarrassing (Bras Without Borders). And like most misdirected advocacy, it’s having an unintended effect. I suddenly hear Dior’s Serum de Rouge Luminous Lip Color Treatment calling out to me. Sephora, all is forgiven–I’m coming for the Crimson 840.