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First Alicia Keys and now Jennifer Garner? The actress followed in the musician’s no-makeup footsteps over the weekend at the Telluride Film Festival, when she attended the fest — twice — without a trace of lipstick or blush, and dressed down in jeans.

And while a growing clutch of celebs, including Jennifer Lopez and Gwyneth Paltrow, have been posting no-makeup selfies on social media, going bare-faced at a high-profile event or walking the red carpet (as Keys did at the VMAs) is taking it to a whole other level. And fans seem to be pleased.

But are Keys and Garner leading a celeb trend that could stick? Not according to beauty historian Rachel Weingarten, who says the trajectory of overdone and understated looks are easily traced throughout the decades — and that what’s going on here may be more a collection of calculated moves.

“There are a few pieces to the trend,” Weingarten, author of Hello Gorgeous! Beauty Products in America ’40s–’60s, tells Yahoo Beauty. “First, just because someone has a nude face doesn’t mean they are makeup free,” such as in the case of J. Lo’s recent selfie, she says. With Keys, she believes the no-makeup pledge could be a way to become “the anti-Beyoncé, who is so overproduced.” By seeing the singer so stripped-down, Weingarten posits that Keys hopes, “We suddenly remember, oh, Alicia Keys — she’s the one with the piano, and the one with the actual talent.”

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