Dermablend Professional products are used by people with mild to severe skin conditions, but rather than revealing the finished look in their videos, the brand featured three people removing their makeup.
The videos were created by Agence Tuxedo for Dermablend Professional and aimed to create an emotional connection with consumers.
They feature Cassandra Bankson, an acne-sufferer, who does YouTube makeup tutorials; Cheri Lindsay, a volleyball coach with the depigmentation condition vitiligo; and Zombie Boy, a man covered in tattoos.
All three talk about the role that concealing makeup plays in their lives.
"I used to use makeup to cover up, and to hide who I was. Now, I use it to express myself and show the world who I truly am," Bankson says in her video.