Thousands of women who posted "no make-up selfies" have helped raise £2 million for Cancer Research UK in 48 hours - and now it's the men's turn.
Hundreds of men have been getting creative with beauty products and posting the results online with the hashtag #fullmakeupselfie and #manupandmakeup, for various charities.
A Facebook page encouraging men to take to make-up for prostate cancer research has attracted more than 1,000 likes in two days.
Another good cause men have been glamming up for is The Mitchell Huth Neuroblastoma Memorial Fund, which is particularity poignant as the little boy it is dedicted to loved dressing up in his mum's make-up.
Mitchell Huth, pictured above
Mitchell, from Hornchurch, East London, died of childhood cancer neuroblastoma, aged seven.
"Mitchell loved messing about with my make-up and when he passed away he had his fingernail painted red," Kristel told Stylist.co.uk
"The men have been really great about it and it's going amazingly," she added. "We hope donations to Mitchell's memorial fund will help give financial assistance to other families going through what we did."
As with the women's bare-faced picture posts, men donate to the charity, post the selfie on social media and then nominate a friend to do the same.
The best pictures of the the made-up men supporting the Mitchell Huth Memorial Fund:
Some of the other #fullmakeupselfies on Twitter
Images: Mitchell Huth Memorial Fund, Mitchell Huth Appeal Facebook page, Twitter