Look at any given beauty product campaign and you'll likely be met with image after image of flawless skin, glowing cheeks, perfectly winged eyes and radiance. So. Much. Radiance.
It's no secret this kind of imagery is unrealistic, a reflection that's just not real life for the average woman.
That's why when we found out one of Australia's biggest affordable beauty brands was literally breaking down the unrealistic beauty 'norm' with another, just as incredibly stunning fronting face, we were all ears.
Officially announced today, the inspiring Turia Pitt is joining Celeste Barber as an ambassador for MCoBeauty.
And refreshingly, anytime you see the campaign imagery of this particular beauty brand, there's an incredible story of genuine strength, courage and beauty behind it - something that no product do on its own.
You see, Turia is no ordinary beauty model.
The 33-year-old was subject to an unfathomable reality when she was caught in a bushfire while running an ultramarathon in Western Australia in 2011.
She suffered burns to 65 per cent of her body and spent five months in hospital, essentially learning to live again after a traumatic physical and emotional upheaval.
But since that fateful day, Turia has allowed those challenges to make her, and others stronger.
Of course, one can ever be expected to pluck confidence from anywhere after suffering such a traumatic experience - so where does her confidence come from?
Speaking in an exclusive chat with The Australian Women's Weekly Online, Turia revealed two very specific tips.
"First of all acknowledging that what you're going through is tough, it's hard - but that's so important," she tells us.
"The second bit of advice is to try and get some support - whether that's from a friend or psychologist. It's just like how we'd take our car to a mechanic if it was damaged, we need to show that care to ourselves. Our hearts and our heads deserve the very best."
These days, Turia is a mother to two beautiful young boys, Hakavai, three and Rahiti, one, whom she shares with her fiancee Michael Hoskin.
As we talk to her, she's flurried in-between finishing her MCoBeauty shoot in central Sydney and driving back to her home in Mollymook, back to her two boys.
It inspires the question - what tips might a beauty model and mother like herself have for other mums on the go?
"I love an eyelash curler!" She tells us.
"Use an eyelash curler and hold it for like 10 seconds, like make sure you really press down on it and even just doing that will really open up your lashes. And then put the McoBeauty Xtendlash Mascara on it and you'll be blown away by how good it'll look."
As for health and wellness, Turia's busy schedule makes taking the time to workout and exercise a little harder - but again, she's got a top tip.
"It's about finding accountability - so you could organise to go [exercise] with a girlfriend at a certain time regularly. You're gonna be more likely to go and make the effort when you're doing it with people you know."
And of course, with ambassadorships, campaigns, raising two boys and her own self-made initiatives to tend to, finding time with her partner Michael isn't always easy, though Turia keeps it very real.
"Yea we're not very good at it!" she admits, adding, "We're trying to work on it, you know there's so much going on with the kids every day and when you're busy with work on top of that sometimes you just want to lie down or have a bath.
"But I think it's about planning ahead. Book a dinner at a nice restaurant, even if it's like, six weeks away, and by the time it rolls around, even if you're still like, 'oh there's too much stuff on' and blah blah blah, when we actually go along, we end up having a really good time."
And for now, as we delve further into 2021, Turia has her sights only facing forward.
She's got her two boys who she'll be spending a quiet, low-key Mother's Day with on May 9 - beyond that? She'll continue working on her various initiatives, she'll continue writing, she'll continue speaking and most importantly, she'll continue inspiring Australian women every day.
Her latest photoshoot is case in point - we're saying goodbye to unrealistic beauty standards and hello to beauty that starts on the inside.