All Made Up is a series of portraits by Margit van der Zwan, using the sitters’ own makeup as a medium. This multi-layered exhibition touches on some of the most relevant aspects of contemporary identity and self-representation. Makeup, in this context, is presented as both a literal and symbolic mask—something that reshapes how we are perceived, but also how we perceive ourselves. The exploration of makeup as an art form and a tool for personal transformation questions notions about authenticity and self-expression.

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The exhibition intimates the dichotomy between the "real" self and the "made-up" self. When makeup is applied, it’s not just about changing how we look; it’s about changing the lens through which we view ourselves and how we interact with the world. The layers we put on our faces become metaphorical layers of our personalities, aspirations, and desires. The transformation that makeup induces can be empowering, but also fleeting—an external shield that might mask deeper insecurities, or contribute to building new forms of confidence.

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The reference to cosmetic product language is particularly interesting. The promises of "perfection" or "empowerment" through makeup tap into societal pressures and ideals, but also suggest a cultural narrative in which beauty and attractiveness are seen as key to social and personal success. How much of our identity is shaped by external forces such as media and marketing versus how much comes from within? The exhibition invites viewers to reflect on the personal, cultural, and social dimensions of makeup and its ability to construct or even confine one’s identity.

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In essence, All Made Up appears to not only question the function of makeup in physical transformation, but also to delve into the psychological and social constructs surrounding beauty, identity, and self-worth. The exhibition opens up a conversation about how much of the “self” is really "made up," and how much of it is authentic, or whether authenticity itself is even a concept we can hold onto in the age of self-curation.

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