How a ‘No Makeup Selfie’ Trend Suddenly Became a Cancer Awareness Effort

Viral posts evolve organically

In an age when social media has made us even more aware of how we look at any given moment ("A picture? Now? Wait, how's my hair?"), asking women to take photos of themselves without makeup and upload them to social channels seems risky. And yet, thousands are doing it in the U.K. in the name of cancer awareness.

Roo Powell is freelance contributor to Adweek.
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