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The women who were brave enough to face the public without make up are the ones who will now benefit from praise and admiration from men. The women who have played tricks with their appearance are going to lose out.
This is social justice. It's redistributing perceived beauty from cheaters and scammers to honest individuals. Like how the rich cheat and should have wealth taken away and given to the poor, as leftists would say.
I thought feminists liked justice?