A flurry of 'no make-up selfies' on social media timelines have helped one cancer charity raise £1million in just 24 hours.
Cancer Research UK has received an "unprecedented" amount of donations since the craze gained momentum online.
A spokeswoman said: "We've had 800,000 text donations since yesterday which has raised more than £1million. It is an unprecedented amount compared to what we would receive normally. It's been great that people are taking the action to donate."
In the past few days a growing number of women in the UK have been posting photographs of themselves without make-up with the hashtag #nomakeupselfie. They then nominate others to do the same and donate money to cancer charities.
It is not clear where the trend started and it is not believed to be associated to any charity but cancer charities across the UK are attributing a spike in donations to the online campaign.
CLICSargent’s Director of Fundraising Lucy Caldicott said: “The barefaced selfies have inspired thousands of people to raise awareness of cancer and its impact on families.
“We’ve seen above average donations to CLIC Sargent online and the more money we raise the more children and young people we can help.
“Every day 10 children and young people are diagnosed with cancer and CLIC Sargent supports them by providing clinical, practical, financial and emotional support to help them cope with their illness and get the most out of life.
“Children with cancer often face months or years of gruelling treatment and people’s donations will help us support children and families through an incredibly difficult period in their lives.”
To donate £3 to CLIC Sargent text HELP to 70030.
Breast Cancer Campaign says it has so far received £70,000 in donations as a result of the online photo trend.
James Elliot, Head of Digital Engagement at Breast Cancer Campaign, said: “It’s great to see so many people getting involved and coming together to help raise money and awareness of cancer.
"Breast cancer is the most common form of cancer in the UK and the public have shown how much they care by not only posting pictures, but also sharing information about the signs and symptoms of breast cancer and making donations to help us fund life-saving research.
“We have received over £70,000 in donations so far, which has only been made possible from the public getting behind this campaign. We’re really grateful for everyone’s support.”
Breast Cancer Campaign is encouraging supporters to donate to the charity by texting CURE to 70660 to donate £3 per text.