Makeup trends like contouring, strobing, and baking are all the rage right now. With revenues climbing upwards of 62 billion dollars in 2016, the cosmetics/beauty industry is winning in big. Popular among teens and pre-teens, major influencers like Kim Kardashian and Kylie Jenner have further popularized these trends with the launch of beauty brands and accompanying makeup tutorials. While there is no shame in this multi billion dollar beauty game, renowned British author Zadie Smith has set limits when it comes to her daughter.

According to The London Times, Smith said she imposes a 15-minute time limit on her daughter when it comes to getting ready. “I explained it to her in these terms: you are wasting time, your brother is not going to waste any time doing this,” she said. “Every day of his life he will put a shirt on, he’s out the door and he doesn’t give a shit if you waste an hour and a half doing your makeup.” The 41-year-old author of best-selling novels like White Teeth, On Beauty and Swing Time, said seeing her daughter Kit, primp in front of the mirror prompted the 15-minute rule. “I saw that she had just started spending a lot of time looking in mirrors,” she told the Edinburgh International Book Festival. “It was infuriating me. I decided to spontaneously decide on a principle: that if it takes longer than 15 minutes don’t do it." She continued, “From what I can understand from this contouring business, that’s like an hour and a half and that is too long. It was better than giving her a big lecture on female beauty, she understood it as a practical term and she sees me and how I get dressed and how long it takes.”

Smith, who has already seen backlash for her recent comments, is no stranger to the topic of impractical beauty standards imposed upon girls. In a 2005 NPR interview promoting her third book, On Beauty, Smith touched on the issue, a topic she revisited in a 2014 interview with Chimamanda Ngozi Adichie at the Schomburg Center for Research in Black Culture. In 2013 the author spoke to Desert Island Discs about a“sinister” preoccupation with the looks of female authors, saying that there appeared to be an assumption that if a woman was beautiful then she had no need to be intelligent.

Everyone is entitled to their own opinions and practices as it pertains to cosmetic enhancements, but as for Zadie and her house-though shall not be pressed.