Most beauty ads are packed with so much Photoshop and fake eyelashes that the idea of any cosmetics brand asking a model to remove her makeup seems a little absurd. But for a brand that offers corrective cosmetics for people with tattoos and skin conditions, it makes perfect sense.

The high performance cosmetic brand isn't here to make you beautiful, but rather, you are beautiful. That's the message Dermablend is promoting in a campaign of inspirational ads called "Camo Confessions," in which consumers share their story of how the cosmetic lines helps them feel more comfortable with themselves.

The ads feature a semi-celebrity, Cassandra Bankson, and a woman named Cheri Lindsay. Bankson, who shares her heart-rending story about living with severe acne, is a model and a YouTube star with popular makeup tutorials. Lindsday is an assistant volleyball coach at a university and lives with the skin pigmentation disorder vitiligo. Both women speak openly about their conditions and encourage others to do the same.

"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," says Bankson in the video.

While cashing in on manufactured beauty is a popular approach by brands, Dermablend seems to be focused on empowerment — and not just for women, either. Another ad for special concealer features Rick Genest, also known as Rico the Zombie Boy, whose body is almost entirely tattooed.