The trend encourages women to post photos of themselves without makeup to raise awareness of, and funds for, cancer.
The social media trend has reportedly raised more than GBP 1 million for Cancer Research UK since gaining momentum earlier this month.
The trend is reported to have been unintentionally started by author Laura Lippmann, who posted a photo of herself without makeup in support of actress Kim Novak on March 8.
The movement has since gone viral and become associated with the charity after social media users began posting photos with the hashtags #nomakeupselfie and #nomakeupselfieforcancer.
Individuals and organisations have also been posting the phone number that participants can text to donate to the charity.
The charity used its Twitter account, @CR_UK, to acknowledge it didn’t create the donation drive and thank supporters.
A Facebook page, titled No Make Up Selfie For Cancer Awareness, has also gained more than 238,000 likes since it was created on March 18.
