Who knew that a simple selfie trend could lead to £1m in donations for cancer research?

It all started with a simple, no make-up selfie posted by detective fiction author Laura Lippman on Twitter after the Oscars early this month:

Lippman explained that the selfie was made ‘in solidarity with Kim Novak’ who had been criticised by shocked viewers for her post-plastic surgery look at the awards night. Novak is an American actress who rose to prominence in the 50s and 60s.

Those who condemned the hate tweets targetting Novak soon picked up Lippman’s solidarity selfie by using the hashtag #nomakeupselfie. Incidentally, the actress also had a bout with breast cancer in 2010, which was how the hashtag gained a cancer advocacy and appearing together with #cancerawareness.

Cancer Research UK was one of those which unexpectedly benefitted from the selfie trend. Yesterday, the group announced it received 800,000 text donations amounting more than £1m overnight thanks to the hashtag.

Cancer Research UK Director of Communications Carolan Davidge said ‘The #nomakeupselfie Twitter trend isn’t something Cancer Research UK started but it’s great to see so many people getting involved to help raise awareness of cancer amongst their friends and family.’

Many have bashed the #nomakeupselfie trend for having too little an effect on the fight for cancer. However, Cancer Research UK just proved these critics long, tweeting ‘We’re loving your #cancerawareness #nomakeupselfie pics! The campaign isn’t ours but every £ helps #beatcancersooner.’

Those who want to support Cancer Research UK can make a donation through their website.