Across the district women are going bare-faced and men are applying make-up to raise awareness of breast cancer.
Facebook and Twitter have seen a vast amount of residents post selfies with a full face of make-up or none at all to raise money for Cancer Research UK.
Users have to be nominated by their friends before they can post a picture, which has seen women posting photos of themselves scrapping the slap.
Once they post their photos, the latest craze sees women then donating money to a cancer charity.
A further development saw Maldon men join in, doing the opposite and posting pictures of themselves made up to the nines.
See the Standard - out tomorrow - for a spread of your #makeupselfie pictures.