The ‘natural’ look often requires more time and effort than you think. It costs time and money to look natural these days. “No-makeup” makeup sounds like an oxymoron. But ask anyone in the beauty industry, which is valued at $445 billion, and they’ll tell you a good chunk of those photos tagged #nomakeup online actually require multiple cosmetics to look so “natural.” Although popular social media trends encourage women to embrace their natural beauty and post makeup-free selfies, new research from the University of Georgia suggests that the natural beauty movement isn’t liberating women from cosmetics. In fact, cosmetic sales have actuallyThe ‘natural’ look often requires more time and effort than you think. It costs time and money to look natural these days. “No-makeup” makeup sounds like an oxymoron. But ask anyone in the beauty industry, which is valued at $445 billion, and they’ll tell you a good chunk of those photos tagged #nomakeup online actually require multiple ► The FINANCIAL Personal finance