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Selfies are doing some good after all.

Selfies just raised over £1 million ($1.6 million) for cancer research in just 24 hours.

That’s thanks to Cancer Research U.K., which started asking people to post their #nomakeupselfie to Twitter on Wednesday.

The charity also suggested donating £3 ($4.95) towards cancer research by simply sending the word “BEAT” to 70099.

According to the Telegraph, the #nomakeupselfie appears to have started with author Laura Lippman, who originally posted a picture of her makeup-free face in support of actress Kim Novak, but in just one day it’s already taken a life of its own.

Some of the tweets are coming from those currently undergoing treatment, and even if cynics see it as another excuse to rag on selfies, people are also spreading word of the charity campaign.

Facebook group to share everyone’s #nomakeupselfies already has more than 233,000 likes.

Cancer Research is thrilled with how the viral campaign is turning out so far.

“The #nomakeupselfie Twitter trend isn’t something Cancer Research U.K. started but it’s great to see so many people getting involved to help raise awareness of cancer amongst their friends and family,” director of communications Carolan Davidge said in a statement.

Selfies are doing some good in this world after all.

H/T Telegraph | Photo via VioletWinters/Morguefile (PD)

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