It started with a simple concept: Fluff wanted women and girls to post a selfie to their Instagram (with or without makeup, whatever they want), and tell their audience about the issues they have with the beauty industry.
“Fluff is: asking for your beauty issues.Help get our message out. A message that's not about our products, but about an awareness of the beauty industry. We’ve all got issues with it. Instead of the industry telling us how to think, let's start telling the industry what we think. If you agree, post a selfie, talk about your Beauty Issues and tag @itsall.fluff in your caption.”