The Miss England contest has introduced a completely make-up-free round for the first time in the pageant's history.
Entrants have been asked to submit photographs of themselves without make-up, filters or editing as part of the new initiative that aims to support body positivity and natural beauty.
Heats for the contest are currently being held with 54 contestants competing in a series of challenges before the winner is chosen next month to represent the country at the next Miss World.
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The winner of the new 'Bare Face Top Model' round - that is optional - will be fast-tracked to the final 20.
It comes as organisers say the "difference between what impressionable women see on social media and TV and reality is getting out of hand."
"Recently we have been shocked to see contestants as young as 19 undergoing lip filler treatments and even Botox, and so many entering with full faces of thick make-up covering their natural beauty," explained Miss England director Angie Beasley.
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"We tell the girls they don't need fillers, fake eyelashes and tattooed brows to enter our contest, but it just shows what a damaging effect social media images can have on young women's self-esteem and mental health," Angie continued.
Current Miss England Alisha Cowie, from Newcastle, often goes without makeup in selfies on social media.
She said: "On social media we have influencers and role models setting an unrealistic standard which I believe results in mental health issues.
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"Going after that portrayed perfect 'flawless' look is so difficult and unrealistic."
The Miss England final is being held in Newcastle from 31st July to 1st August with the winner scoring a luxury holiday to Mauritius and a place in Miss World with a top price of £78,400.
Last year saw the first Miss England contestant take to the stage in a hijab. Muslim law student Maria Mahmood went up against 49 other hopefuls for the title in Nottinghamshire but was beaten by Alisha.
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