No makeup selfie: Cancer Research UK receives £2m in just 48 hours
#nomakeupselfie has seen thousands go bare-faced online, and over two million raised for Cancer Research
The 'no makeup selfie' trend may have sparked a huge cancer awareness vs narcissism debate, but it is arguably more productive than previous viral trends, if the £2 million in donations made within just 48 hours is anything to go by.
This morning, they announced this figure had doubled to over £2 million as the no makeup selfie explosion continues to grip social media.
Newsfeeds have been full to the brim of 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.
Photos also come with nominations for their friends to follow suit and donate, creating a viral chain that began on Monday.
The hashtag was not started by Cancer Research, but they were quick to get involved, posting: "Thousands of you are posting #cancerawareness #nomakeupselfie pictures and many have asked if the campaign is ours. It's not but we love that people want to get involved!" on their Google+ page.
Many have used their no makeup selfie to remember a loved-one lost to the disease, while celebrities such as VV Brown and Kym Marsh have helped the trend gather momentum by uploading their own pictures.
Some men, it seems, have also found their own way of getting involved.
But the no makeup selfie has also received a backlash of criticism from those concerned taking a picture has nothing to do with raising awareness of cancer and the importance of fund raising.
Others have contended that narcissism is actually at the heart of the sudden spike in people going make-up free online, with some arguing that uploading such photos "smacks of the Beyoncé "I woke up like this" arrogance social media has seen us become so accustomed to."
Regardless of the debates flying around these images however, the no makeup selfie has achieved much more than planking, posting ' belfies' and vadering ever could.
Carolan Davidge, director of communications at Cancer Research UK said: “Thanks to people choosing to donate to us as part of the #nomakeupselfie trend, we’ve been overwhelmed with donations and support in the past 48 hours.
"We’ve raised over £2m so far, and the #nomakeupselfie is still going strong! The trend isn’t something Cancer Research UK started so it’s been fantastic to see so many people getting involved and wanting to use their selfie to raise money for our life-saving research.
"If people would like to choose to support our work to beat cancer sooner, they can text BEAT to 70099 to donate £3 or visit www.cruk.org.”
Tourist films plane's descent just metres above packed Caribbean beach
Bali nine: Welcome to 'Execution Island' – the Indonesian holiday resort where foreigners are sent to die
How Homer Simpson discovered the Higgs boson over a decade before scientists
The 'sex selfie stick' lets you FaceTime the inside of a vagina
Harrison Ford plane crash: Star Wars actor 'seriously injured' after light aircraft crash lands
Nearly 100,000 of Britain's poorest children go hungry after parents' benefits are cut
Durham Free School: 'Creationism taught at' free school facing closure
End of the licence fee: BBC to back radical overhaul of how it is funded
Ex-head of MI6: 'We shouldn't kid ourselves that Russia is on a path to democracy'
Most people think legal tax avoidance is just as wrong as illegal tax evasion, poll suggests
Nigel Farage promises Ukip will not 'stigmatise' would-be migrants – and says he wants 'everyone to speak the same language'
£35000 per annum: Recruitment Genius: Due to continuous expansion and growth o...
£18000 - £25000 per annum: Recruitment Genius: This successful, family owned m...
£28000 - £35000 per annum: Ashdown Group: A luxury fashion retailer based in W...
£30000 - £35000 per annum: Ashdown Group: IT Systems Engineer - East Riding of...