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No Makeup Selfie is a type of selfie in which the subject is shown without wearing any cosmetics.
On Twitter, the hashtag #nomakeupsefie has been used to denote a makeup-less selfie since as early as in September 2012, around the same time the term selfie is believed to have entered widespread usage online.
Makeup-less photographs of women have long been treated as an aesthetic criterion in the mainstream and celebrity news blogosphere, mainly through paparazzi shots of actresses and singers seen in public without wearing makeup or side-by-side comparisons. Similar trends have been observed in other cultures and language zones as well, for instance, in 2006, a makeup-less beauty trend and selfie fad known as 쌩얼 ("Sang-ul," meaning natural face) swept across the Korean web as part of the larger Ulzzang phenomenon, and in Japan, the term すっぴん ("no makeup") is used to highlight or praise someone's beauty qua beauty.
On March 18th, 2014, #nomakeupselfie had its first breakout on UK's Twitter and Instagram after British student Fiona Cunningham created a Facebook page titled "No Makeup Selfie" after being inspired by actress Kim Novak who appeared at the Oscars ceremony without any makeup. According to the Telegraph, the other selfie fad was started under the moniker #itsokkimnovak by @LauraLippman earlier that month in support of the 81-year-old actress. Between March 19th and 20th, both #nomakeupselfie and #itsokkimnovak evolved into a viral fundraiser campaign for breast cancer awareness on Twitter (#breastcancerawareness), raising more than £2 million in donations for Cancer Research UK in 48 hours.
Dozens of British celebrities have participated in the #nomakeupselfie movement, including Gwyneth Paltrow, Adele, Amy Willerton, Helen Flanagan, Kym Marsh, Jemima Khan, Michelle Heaton, Lucy Watson and Jodie Marsh, among others.
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