Anne-Marie Tomchak on BBC Outside Source
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#BBCtrending: The rise of the #nomakeupselfie trend

20 March 2014 Last updated at 20:08 GMT

Since Tuesday social media timelines across the UK have been bombarded with the #nomakeupselfie hashtag.

The trend has been most popular on Facebook. A page dedicated to it called 'No Make Up Selfie for Cancer Awareness' has over 231,000 likes.

Anne-Marie Tomchak of #BBCtrending explains how the trend became so popular and what wearing no make-up has to do with cancer.