They’re taking it all off.
Makeup, that is.
One of the latest memes sweeping the ’Net is women posting photos of themselves au naturel. In many cases, the pictures are meant to raise awareness for charities.
Oscar winner Lupita Nyong’o, from “12 Years a Slave,” recently posted a candid shot of herself sitting in bed wearing a white robe and sipping a drink.
Gwyneth Paltrow also posted a makeup-free selfie over the weekend, as she guzzled water from a glass bottle. (Her photo was designed to promote World Water Day.)
“X-Factor” judge Cheryl Cole put up a picture of herself having just gotten out of bed, her hair mussed and one eye still shut.
Last month, the cast of NBC’s “Today” show broadcast an entire episode sans makeup.
Regular women have also gotten in on the act, often posting shots on Instagram with the tag #nomakeupselfie.
Beyoncé, Miley Cyrus, Jennifer Aniston and Kim Kardashian have all previously posted selfies without putting their “faces” on.
