Sinn Féin deputy leader Mary Lou McDonald has become the latest public figure to add her support to the #NoMakeUpSelfie charity fundraising drive, uploading a fresh-faced snap of herself to her Facebook page
Support for her picture was fulsome on Facebook, with comments ranging from "Good on you Mary Lou!" to "Mary Lou for Taoiseach".
The politician follows in the footsteps of women all over Ireland - including Majella O'Donnell, wife of singer Daniel - in participating in the social media craze, which since exploding last week has raised hundreds of thousands of euro for cancer charities in Ireland.
"We are overwhelmed by the phenomenal response from the Irish public as a result of the #NoMakeUpSelfie movement.," said the Irish Cancer Society, adding that the funds would be used for major investment in breast cancer research and towards the provision of services for cancer patients.
Fifty-three-year-old Majella, who a double mastectomy last year, shaved her head live on the Late Late Show to raise money for the Irish Cancer Society.
Meanwhile the men have also been getting in on the act, with presenters Ray D’Arcy and Dáithí Ó Sé yesterday whacking on the slap for the male version - the #makeupselfie.
D'Arcy - who had his make-up applied live on his Today FM show yesterday by co-presenter Mairéad Farrell (the hair is Maireád's), joked that the charity trend was "an opportunity for men who enjoy putting on women’s make-up and clothes and that’s fine".
He then nominated new dad Ó Sé to take up the baton, who duly obliged.
The Irish Cancer Society's Daffodil Day takes place this Friday, March 28.