Direct-to-consumer beauty brand House Of Makeup has unveiled its Women’s Day campaign, #MakeUpTheGap, to raise awareness about the disproportionate burden of household labour on women. The campaign advocates for a more balanced distribution of domestic responsibilities, giving women the time they need for self-care and mental well-being.
In a society where women continue to shoulder ten times more household responsibilities than men, House Of Makeup is taking a stand this Women’s Day with a bold message: it's time to #MakeUpTheGap. The campaign highlights the often-unseen labour of women and calls for a shift towards a more equitable dynamic. To further amplify the message, the brand is collaborating with inspiring women from various fields, showcasing their journeys on its Instagram page until March 8th.
#MakeUpTheGap is not just a hashtag; it’s a movement. House Of Makeup is urging society to acknowledge the invisible labour that women undertake every day and take concrete actions to share these responsibilities. When women prioritise others, they are often left with little time for themselves, whether for self-care, relaxation, or simply a break from their daily tasks.
“We believe that beauty isn’t just about looking good; it’s about feeling good, too,” says Harliin Sachdeva, founder at House Of Makeup. “Through #MakeUpTheGap, we’re advocating for women to reclaim time for themselves—whether that’s indulging in skincare, enjoying a moment of calm, or simply taking a well-deserved break.”
The campaign encourages people to participate by:
- Acknowledging the disproportionate household labour gap and taking action to balance the load
- Sharing their own self-care moments using #MakeUpTheGap to inspire others
- Encouraging conversations around gender roles and advocating for change
This Women’s Day, let’s do more than just celebrate women—let’s actively support them. It’s time to #MakeUpTheGap and give women the time they truly deserve.
