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Getty ImagesIlya S. Savenok

As New York Fashion Week came to a close, Olay decided to stage a runway of its own with a unique proposition: zero makeup. It’s a part of Olay’s #FaceAnything campaign, which launched in August and is meant to inspire unfiltered confidence. Instead of models, the beauty brand tapped Olympic gymnast Aly Raisman and 18 other influencers including Lilly Singh, Jackie Aina, Dulce Candy, Nabela Noor, and more to show their bare faces.

This wasn’t your average runway—the women showed off their individuality and attitude while walking, people in the crowd were loudly cheering, and social media was highly encouraged throughout. Before each woman walked the runway, we heard voiceovers of what they are unapologetic about, like being “too” passionate, “too” outspoken, or “too” opinionated.

To prep their skin for the big day, the women did a 28-day challenge using Olay’s products like Regenerist Whip Face Moisturizer, Ultimate Eye Cream, and 7-in-1 Anti-Aging Daily Face Moisturizer. At the end of the show, each of them took off the white dresses they were wearing to reveal a shirt with a “too” message that most resonated with their personal story. Even attendees got in on the no-makeup challenge—before leaving, everyone was able to get a shirt of their own if they removed their makeup, too.

See some photos Olay’s runway show, ahead.

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The full list of participants include Lilly Singh, Aly Raisman, Mama Cax, Kay Adams, Denise Bidot, Christen Dominique, Maya Washington, Nabela Noor, Jackie Aina, Dulce Candy, Cydnee Black, Makeup by Denise, Wendy Nguyen, Atomic Mari, Brooke Hill, Hunter McGrady, The Glam Twinz, and Kahlana Barfield Brown

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Attendees were challenged to remove their makeup to get one of these tees.

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