From covering up a bulging spot with concealer to dusting your cheeks with setting powder to tackle that mid-afternoon sheen, women (and men) are often too critical when it comes to covering up their 'imperfections' with make-up, let alone on their wedding days.
And that's why Ferrin Roy, a mental health counsellor from Louisiana, US is championing the need to love and embrace your unique features.
The mother-of-two was born with a four-inch wide birthmark under her right eye that stretched across her cheek and has received numerous negative comments over the years about her appearance.
However, that wasn't going to force her into covering up her 'imperfection' on her wedding day.
She told the Daily Mail: 'My smile is radiant and no one can put a dampener on my smile, enthusiasm or confidence.
'I completely embrace my birthmark. I never covered it and never will, I love answering questions about it and I just feel so good.'
Explaining how she's learned to overcome her insecurities over the years, the 30-year-old - who has penned a book challenging the perceptions of beauty titled The Mark She Kept: A Woman's Journey to Living Her Purpose Courageously - said: 'My birthmark is not only raising awareness but it's helping others embrace their uniqueness.
No one can put a dampener on my smile, enthusiasm or confidence.
'Surprisingly, the second I became free of insecurities questions from others stopped tremendously.
'I've always felt confident while gazing into a mirror. It was the opinion of others that I allowed to linger on for too long.'
Encouraging others to learn to love inch of their perfectly imperfect bodies, she concluded:
'My birthmark is a part of me, I will not cover it to satisfy the view of others.
'I will always be myself and no one is worth me changing who I am.
'My advice is to focus on self-love instead of searching for love from others. Once you accept who you are, others will have no choice but to accept you.'
This sounds like sage advice to us.