A new Instagram trend called the 'Afghan Makeup Transition' is drawing global attention, not for beauty or fashion, but for its powerful message about the lives of women in Afghanistan under Taliban rule. The videos, shared with the hashtag #FreeAfghanWomen, have quickly gone viral as users attempt to raise awareness about the severe restrictions imposed on Afghan women since the Taliban returned to power in 2021.

Unlike conventional makeover trends on social media, this one carries a political and humanitarian message. Instead of celebrating appearance, creators use the transition format to highlight the loss of freedom experienced by millions of Afghan women.

The viral videos usually begin with a woman standing before the camera while the Bollywood song 'Afghan Jalebi' plays in the background. Text on the screen often reads "Afghan Makeup Transition."

As the music changes, the creator appears dressed in a full burqa or modest covering, shifting the mood from light-hearted to sombre. 

Most posts also feature the hashtag #FreeAfghanWomen, urging viewers to remember the ongoing challenges faced by women living under Taliban restrictions.

A user commented, “Nobody is free until everybody is free.”

The format has become a symbolic way for creators across different countries to express solidarity with Afghan women and encourage conversations about women's rights.

Comments on viral posts describe the trend as "powerful," "creative," and "an important reminder that freedom cannot be taken for granted."

Why are Afghan women facing restrictions?

Since returning to power in August 2021, the Taliban has introduced a series of policies that have drastically reduced women's freedoms.

According to reports from international organisations and human rights groups, women and girls in Afghanistan face restrictions in several aspects of daily life, including: Access to secondary and higher education, employment in many public and private sectors, freedom of movement without a male guardian in various circumstances, public participation and expression, dress regulations and other social restrictions.

The issue has also prompted reactions from public figures around the world. Actress Warina Hussain, who was born in Afghanistan before later moving abroad and eventually settling in India, has previously spoken about the crisis in her homeland. She urged activists, philanthropists and supporters of women's rights to continue raising their voices for Afghan women and the wider humanitarian situation.