With no actual affiliation with Cancer Research UK, people wondered if the social media creation may be all face and no funds.
But the charity has been quick to thank people getting involved and saw, "a large increase in the volume of donations since yesterday".
Taking a hint from the Children In Need campaign, in which we saw celebs ditch the slap, people across Facebook and Twitter have been posting their pics claiming to donate money for all likes and retweets.
Another surprising inspiration seems to be taken from Neknominate, as people are tagging friends to encourage them to post their own pictures.
A spokeswoman for the charity told MSN that tens of thousands of text donations have been from people getting involved in the latest online craze yesterday alone.
So it turns out that the sceptics like these may want to eat their words.
Either way, it's clear people are texting BEAT to 7099 and paying their £3.
A lot have now taken to screen grabbing the text to prove it.
It appears the worst part of the social phenomenon is the stream of men and women commenting on how much we ladies need makeup - missing the point entirely.
What do you think of the #nomakeupselfie?
Great! All awareness is good, and lots of likes equals lots of donations.Stupid. Just donate the money.A nice idea but mostly an excuse for girls searching for compliments...
Great! All awareness is good, and lots of likes equals lots of donations.31.82%
Stupid. Just donate the money.30.68%
A nice idea but mostly an excuse for girls searching for compliments...37.50%
Check out the celebs no makeup selfies
MICHELLE KEEGAN VOTED BEST BARE-FACED BEAUTY
THIS #MUTTMUGGIN INSTAGRAM TREND IS OH SO ADORABLE
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