It's the week the selfie went native. Dare To Bare whipped up a storm on Facebook. Friends filled our feeds with makeup-free photos in a bid to raise awareness of breast cancer. Then Madonna got us all talking by sharing a snap of her unshaven armpit. But should we be shocked by people breaking beauty conventions on social media?
The Dare To Bare snaps, often posted without even a request for a donation, caused controversy as critics questioned whether they were an honest attempt to help a good cause or a way for sharers to show off how attractive they looked au naturel. #Nofilter.
Even those shots shared alongside a request for sponsorship seemed to alleviate some sexist societal rule that it's 'brave' for women to go out without makeup. Surely, it's perfectly normally for a person to go about their day-to-day life with bare skin?! Sharing an un-beautified snap is not the social media equivalent of a fun run.
Of course, it's great people want to do their bit for cancer awareness - you can text BEAT to 70099 to donate £3 to Cancer Research UK - but seeing a picture of a pal's makeup-less face won't make me more inclined to do so.