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Ever since the show kicked off 22 years ago, I'm A Celeb producers have maintained strict rules and regulations on what each campmate is allowed to bring into the jungle with them - particularly when it comes to cosmetics.
Naturally, therefore, fans were blindsided earlier this week to see several contestants donning a full-face of glam while sitting around.
Prior to this year, any luggage that didn't include the pre-stated survival attire - or the celebs' one 'luxury item' - was considered to be contraband.
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So much so, that several previous stars have forced to surrender up the likes of salt and pepper, and even tea bags after being caught with the items in their possession.
According to executive producer Olly Nash, this also extends to any leisure/entertainment items, which wouldn't typically be found in a survival encounter.
He previously told press: "You wouldn’t have books, you won’t have anything like a game of chess.
"So you wouldn’t have anything that could be distracting, part of this game is making sure that you are creating reality and having a chat with other people and doing stuff and dealing with the boredom."
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And apparently, this rule also extends to beauty products, with make-up wearers having to don a bare-faced appearance when competing in Australia over the last two decades.
And while ITV haven't confirmed an alteration to this rule, fans haven't been able to help from spotting that several 2024 camp mates appear to have been wearing make-up during filming.
In particular, both N-Dubz singer Tulisa and 'Wagatha Christie' favourite Coleen Rooney appeared to have darkened their eyebrows, and possibly whacked on some skincare products.
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TV journalist Jane Moore was also accused of wearing charcoal eye-liner on the show.
"Why isn't Tulisa and Jane's make-up coming off?" one viewer asked on social media.
"Ummmmm…. is Tulisa wearing make-up?" wondered a second, while a third echoed: "Sorry, but how have Tulisa & Jane still got make-up on?"
It didn't take long, however, for fans to begin speculating as to why 36-year-old musician Tulisa and 38-year-old 'footballer's wife' Coleen might have been allowed by producers to don some cosmetics.
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"She isn't wearing make-up," one fan suggested about Tulisa.
A second claimed the singer had on 'permanent make-up' - a cosmetic technique which uses tattoos as a means of creating designs that resembles make-up like eye-liner, brows, and other permanent enhancing colours to the skin of the face, lips, and eyelids.
Ahead of her stint Down Under, the former X-Factor judge admitted that she'd received this type of make-up, recently sharing a selfie on Instagram captioned: "I tatted the lips to match the brows, couldn’t help myself!"
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The N-Dubz singer also appears to be wearing a full set of eyelash extensions, which typically need maintenance every three weeks and may become more sparse as the competition continues.
Coleen, meanwhile, also previously confirmed that she'd had her eyebrows micro-bladed.
A semi-permanent make-up artist named Liz Clough took to Instagram last August, where she shared a photo of Rooney captioned: "Brow top-up today for Coleen."
And while this could have been the case, it still doesn't explain why 62-year-old Loose Women star Jane was seen blatantly wearing eyeliner on Monday night's episode (18 November).
The conspiracy continues...
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Topics: Beauty, Celebrity, ITV, Im A Celebrity, Make-Up, Reality TV, TV And Film, Tulisa, Coleen Rooney, Australia
Rhianna Benson