At last! A social media craze that we can be proud of; millions of women ditched the warpaint yesterday for a “no make-up” selfie in the name of cancer awareness.

Photo: Hundreds of thousands of you have helped raise over £1 million (and counting) posting your #nomakeupselfies and donating to help beat cancer sooner. We’re overwhelmed by your incredible support. Our #nomakeupselfie, Dr Kat, and breast cancer survivor, Sarah, want to join us in saying a huge thank you to all of you. Your support will help save lives. If you want to get involved, you can here:

Cancer Research UK has reported donations in the region of £1 million in the last 24 hours. The campaign kicked off on Tuesday afternoon on Twitter encouraging women to post photos of themselves (or “selfies”) along with the hashtag #nomakeupselfie. The charity received the unexpected donations via text message yesterday and saw a surge in people visiting their website and charity shops across the country.

Celebrities including “Coronation Street” actress, Kym Marsh and TV presenter, Holly Willoughby bared all in aid of this amazing cause. The trend quickly spread to Facebook and even the guys couldn’t resist getting involved; the boys embraced their feminine side and donned lipstick, mascara and blusher in a hilarious reverse of the no make-up campaign.

Cancer Research UK said they are “overwhelmed” by the support. This trend is testament to the difference a little people power can make!

To donate just £3, text BEAT to 70o99