Hoda Kotb and Kathie Lee Gifford did something on the 4th hour of NBC “Today” show yesterday that most people are not used to seeing on-air talent do: hosted their show without any make-up.

“Just before the show I felt uneasy because I kept thinking of two words — HIGH DEF,” Kotb tells TVNewser. “Then after we got rolling, it became liberating. We felt free! (It was either the no-make-up or the cocktails, not sure which.)”

But the pair weren’t the only two going make-up-free. Meredith Vieira, Ann Curry, Natalie Morales, Bobbie Thomas, Sara Haines, and Maria Menunos joined them. After that, Kotb said, “We felt empowered.”

The idea was sparked by remarks Rosie O’Donnell had made recently about surgery she thought Kathie Lee had done. O’Donnell also appeared on the broadcast make-up-less, via skype.

“I feel relieved,” Kathie Lee told us after the broadcast. “Relieved that people received in the spirit in which we did it.”

Kotb says they’ve received a lot of great feedback, though Gifford may have her doubts: “The reaction has been all positive but, then again, I don’t know what anyone’s saying behind my back!”

“So glad we did it…and so glad we are NOT doing it tomorrow!” Kotb says.

Here’s the video:

In solidarity with Kathie Lee and Hoda, TVNewser editors Kevin Allocca and Alex Weprin have allowed themselves to be photographed at the mediabistro offices with no makeup today (Photo here.)