The LUX “My Like First” campaign is a social-first empowerment initiative that redefines the meaning of the social media Like button. Instead of measuring validation from others, the campaign encourages women to like their own posts first as an act of self-love and confidence, turning what is often seen as a “cringe” behavior into a bold declaration of self-worth.
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Traditionally, likes and comments on social media are used as external measures of beauty and approval, which can pressure women to edit their behavior and self-expression. LUX confronts this by flipping the narrative — urging women to like their own content not for algorithms or engagement, but as a personal affirmation that they recognize and celebrate their own beauty.
Leading actress Yasmine Sabri fronted the movement, liking her own posts to model the behavior and motivate others to join.
“ LUX positions beauty as a personal power that shouldn’t be measured by others’ approval. By encouraging women to take ownership of their self-image — starting with something as simple as liking their own social posts — the campaign champions authentic self-expression over external validation. ”
- Businesswire