'No make-up selfies' have now prompted £2 million to be donated to Cancer Research UK.
The internet craze, which has gained momentum on social media in the UK in the last week, involves women taking photographs of themselves without make-up, posting them online, making a donation to charity and nominating others to do the same.
Other cancer charities have also seen a rise in donations following the campaign.
On Thursday Cancer Research UK revealed they had received £1 million in donations off the back of the trend in just 24 hours. Today they tweeted:
Breast cancer sufferer Amanda McDonald and her husband posted a picture of themselves which has attracted over 30 thousand likes on Facebook
A selection of tweeted pictures of women without make-up that are aiming to raise money for cancer charities.
A flurry of 'no make-up selfies' on social media timelines have helped one cancer charity raise £1million in the past 24 hours.