Miss Argentina Claudia Barrionuevo, 24, proved she's beautiful without loads of make-up

The trend appears to follow the #NoMakeupSelfie Twitter craze which became hugely popular across the world last year.

Celebrities including Millie Mackintosh, Kelly Brook and Rosie Huntington Whiteley, as well as non-famous women, used social media to post selfies of themselves wearing no make-up, raising huge amounts of money for cancer research.

The Miss Universe 2015 contest ended in disarray on Sunday night after presenter Steve Harvey mistakenly named the wrong woman as the winner.

Ariadna Gutierrez Arevalo from Colombia had already been crowned and was standing on stage to cheers from the Las Vegas audience when the mortified host returned to announce his error.

He told the audience: 'I have to apologise. The first runner-up is Colombia. Miss Universe 2015 is Philippines.”

The camera panned to a stunned Miss Philippines, Pia Alonzo Wurtzbach, who started walking to the front of the stage. For a few awkward moments the two women stood side by side, before Mr Harvey explained that he read the card naming the winner and runner-up in the wrong order.