Without warning my Facebook feed seemed to be filled with photographs of women who had decided to take selfies whilst not wearing makeup. Was this some kind of feminist statement I thought!
No! It seems that each of these participants had felt compelled to do so in support of the charity Cancer Research; which at this point has raised in excess of £2 million.
At first I was quietly impressed by the willingness of these aspiring models to bare all; at least as far as their faces were concerned. Then it struck me that each of the photographs contained a freshness that I wasn't really used to.
Being the father of four daughters I was always aware that our culture contained some ingrained inequalities; I had even joked at how it is relatively easy to be a man when getting ready for social events. Even buying clothes was a stress free event compared with that endured by my wife and daughters. 'Shirt, tie, trousers, done!' I would exclaim after shopping as if I had triumphed at a major event.
Even with the awareness that living with five females is bound to bring I still found these photographs surprisingly refreshing. They seemed honest, open, and dare I say it beautiful.
Having had family members affected by the disease I am glad that Cancer Research have been helped by the campaign but I wonder whether there might be an added bonus to this.
Perhaps men like me who have hopes of supporting the fight the feminist cause might become more aware of how hidden inequality is in the ordinariness of everyday life.
I never, for one moment, feel the need to hide my true self behind makeup and yet my daughters and wife experience such pressures every day. This issue is not really about whether women should wear make up or not but about the unequal pressure placed upon women compared to men.
I wonder whether this new found freedom to be photographed without camouflage might make us realise that true beauty is shown by people being willing to be their true selves in order that those in real need might be helped.
These are very selfless selfies!