If your friends from all over the word are popping up on your social media feeds lately, posting a picture of themselves with the hashtag #nomakeupselfie, you will be happy to know that these are for a very good cause.

The “no makeup selfie” campaign may have sparked a huge debate when it comes to cancer awareness vs. narcissism, but it has most definitely been more productive than other similar social media trends in the past, it £2 million in donations made within just 48 hours is anything to go by.

Newsfeeds all over social media have been blowing up with women posting bare-faced pictures for all to see in a bid to raise money for the charity, along with the hashtag #nomakeupselfie and a text message receipt as evidence of their donation. Once someone has posted a photo they also nominate some of their friends to do the same. The aim of the campaign is to post your no makeup selfie once you have made your donation to a cancer awareness charity.

While the hashtag was not started by Cancer Research, they were very quick to jump on the bandwagon, posting: “Thousands of you are posting your #cancerawareness #nomakeupselfie pictures and many have asked if the campaign is ours. It’s not but we love that people want to get involved!”

Although the trend has received a lot of notice and publicity it has also come under fire by those who say that taking a photo has nothing to do with raising awareness of cancer and the importance of fundraising. Others have even gone as far as saying that narcissism is actually at the heart of the #nomakeupselfie campaign.

Whatever the carrying opinions are, we believe that if the campaign reaches its goals, which is looks like it is doing, there is no harm in embracing your no makeup face and sharing it on social media for a good cause!

In South Africa, don’t forget to tag: “SMS pink drive to 40158 to donate for breast cancer”.