The 'no make-up selfie' social media campaign
21 March 2014 Last updated at 10:08 GMT
Cancer Research has raised more than £1m through a social media campaign that involves women posting photos of themselves online without make-up using the hashtag #nomakeupselfie.
Although the charity did not start the campaign, many of those taking part have added the hashtag #breastcancerawareness to their posts to promote the cause.
Feminist blogger Yomi Adegoke told BBC Radio 4's Today programme that while the campaign was "fantastic", it should not be viewed as "groundbreaking" for women to go without make-up.
But model Amy Willerton explained that the campaign shows women's "vulnerable" side, in the same way that they are susceptible to cancer.
First broadcast on BBC Radio 4's Today programme on Friday 21 March.