Rodan + Fields wants customers' makeup-free photos for National Selfie Day

Makeup-free selfies have been back in the spotlight recently, and now a major skincare brand is jumping on the trend for a good cause.

Rodan + Fields has pledged to donate $1 to charity for every bare-faced selfie posted on social media for a 24-hour period over June 21, for its annual "#RFGoNaked Day" event.

The brand wants social media users to upload selfies with the hashtag #RFGoNaked, to boost self-esteem and confidence among young people. The funds raised will be directed to its non-profit organization Prescription for Change Foundation, which finances educational and leadership programs internationally. Money raised from the brand's 2017 initiative went towards building a school in Malawi and launching three service-learning programs for young people in Chicago, Boston and New York.

"Our $1M goal is not just a number -- it is about changing the lives of young people," said Amnon Rodan, Chairman of Rodan + Fields and Prescription for Change Foundation in a statement. "It is about supporting youth and having an influence on these students becoming leaders in their communities."

Barefaced selfies have become a major trend over the past few years, championed by celebrities including Alicia Keys, Penelope Cruz, Britney Spears and Zendaya, among others. Earlier this month, skincare brand SK-II advocated the practice with the launch of its "Bare Skin Project," a campaign that saw actresses Chloe Moretz, Chun Xia, Kasumi Arimura, Mayu Matsuoka, Ni Ni and Tang We pose without any makeup. "It was so refreshing to hear about a campaign that aims to embrace women's natural beauty and spark a movement of authenticity and confidence," said US star Moretz in a statement at the time.