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Something strange has been happening to my Facebook newsfeed over the past week. Women all over the country have been posting photos of themselves with an apparently controversial twist: they’re not wearing make-up.

Here’s the idea. Women post their #nomakeupselfie on social media, encouraging their friends to donate to Cancer Research UK in response and nominating several others to post their own. It’s not quite clear how it started, but it’s raised £8m for charity in just six days.

I don’t want to downplay that achievement, which, obviously, is an amazing thing. But I do have to question what’s going…

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