The latest social media craze for bare-faced selfies has raised more than £1m in just one day for Cancer Research UK.
Other cancer charities have also been benefitting from the recent trend for women posting photographs of themselves wearing no make-up onto sites including Facebook, Instagram and Twitter, and asking their friends and followers to do the same.
A spokeswoman for CRUK said that since yesterday the charity has received 800,000 donations raising £1m, most by text donations, with money continuing to come in.
“It’s still going pretty crazy,” she said. CRUK has been proactively promoting a text-to-donate number since noticing the #nomakeupselfie trend on Tuesday evening, she said.
People started to Tweet using the #cancerawareness, saying they were donating to CRUK and other cancer charities.
No one seems to know how the campaign started, but it follows a trend for celebrities, from Rhianna to Holly Willoughby, posting pictures of themselves on social media sites wearing no make-up.
Breast Cancer Campaign said it has received more than £50,000 donations as a result of the trend so far.
James Elliot, head of digital engagement at the charity, said: “It’s great to see so many people getting involved and coming together to help raise money and awareness of cancer.
“The public have shown how much they care by not only post pictures, but also sharing information about the signs and symptoms of breast cancer and making donations to help us fund life-saving research.”
Both charities are now promoting text-to-donate numbers and encouraging their supporters to join in the craze.