'No make-up selfie' craze helps charity snap up €500k
IT started as an online photo craze but has now become a tsunami of cash.
The "no make-up selfie" craze has seen thousands of women take photographs of themselves make-up free and post them online – and at the same time they donate cash to a cancer charity.
In just 48 hours almost €500,000 has been raised to support cancer awareness in Ireland, with over €2.5m raised in the UK.
Scores of well-known faces also posted pics of themselves, among them broadcaster Sile Seoige (34), who posted the picture (right) to her Twitter feed. The picture showed the Galway woman's faint red scar from her successful battle with thyroid cancer.
"Posted this to my FB (Facebook) page yesterday #nomakeupselfie #nofilter Scary but liberating. Text Pink to 50300," wrote Sile yesterday in a Twitter post.
The radio and TV presenter revealed in 2012 that she had been fighting a private battle against thyroid cancer.
She spent six months fighting the illness, which saw her spend a week in an isolation ward in the Blackrock Clinic in Dublin.
"Mna na hEireann, ta sibh gleoite," tweeted sister Grainne Seoige afterwards, in a tribute to the natural beauty of Irish women.
She said the trend shows "bravery and a beauty that comes from within and it's not something that you see on the cover of a magazine.
"There's also a sense of doing something very much out of your comfort zone," she added.
There is speculation the idea began last week, when American crime author Laura Lippman tweeted a picture of herself without make-up in support of Kim Novak, the 81-year-old actor whose looks had been criticised at the Oscars.
LikeCharity has helped raise over €475,000 for The Irish Cancer Society, with donations of €4 for each text sent to Text Pink at 50300.