As businesses, these make up stores/counters want you to buy as many products as your wallet will allow. How? By convincing you that you need them. How? By pointing out all your flaws and making you feel insecure. Ouch. I've walked past beautiful girls going make up shopping, only to hear the sales rep telling them they have dark circles, uneven skin tone, small eyes, large nose, thin lips... I can see the girl's confidence deflating as the list goes on. And those places have the harshest lighting ever, so when the girl looks in the mirror, of course she picks out all those imperfections. That's not ok! If a sales rep starts going on about your flaws, politely excuse yourself. ("Oh, ok. Well, thanks for your input but I think I'll just browse around for now. I'm not even sure if I'll buy anything today.") And don't take it personally- a great saleswoman could make Adriana Lima feel self-conscious. That's why I've pretty much stopped asking for help!
You're beautiful and shopping for make up should not be like shopping for a bikini! My personal philosophy is that make up should enhance your natural beauty, not create a mask to cover you up. That's not to say I don't use concealer on pimples or scars, but I'm not trying to plump my lips or contour my cheeks so they look thinner. You don't need make up, but you can definitely have fun with it! Just please, please remember you're already gorgeous- and whatever make up you apply is just high lighting that fact!
Peace, love, and kisses!