Just 24 hours after landing the cover of this year’s TIME Magazine “100 Most Influential People” issue, Beyoncé leveraged the power of the internet and debuted the video for “Pretty Hurts” via TIME‘s webpage. The treatment for the video see’s Mrs. Carter as a beauty pageant contestant questioning what it is to be “pretty”. The emotional video also sheds some light into the darkside of the superficial world of beauty pageants. The video is a part of Beyoncé’s #WhatIsPretty project which invites fans to share what beauty means to them. To learn more about the #WhatIsPretty campaign, head over to the project’s website.