If you’re not a naturalist, you might need a good reason or three to get naked.

Rodan + Fields offers just that with their first ever Go Naked Day in Australia. For every naked display of self-confidence and self-love in the form of a bare-faced selfie, the brand wants uploaders to feel even better with the knowledge that they’re contributing to a good cause. The beauty behemoth—they’re the number one selling brand in America—launched in Australia just last month and Wednesday’s event brings Aussie devotees firmly into the fold.

While #nomakeupmonday has long been a stalwart of the Instagram hashtag game, Rodan + Fields’ version comes with a social conscience. In case you weren’t sure if you wanted to bare it all, every au naturel selfie uploaded on Wednesday, 21 June with the hashtag #RFGoNaked saw the brand donate a dollar to the Prescription for Change (PFC) Foundation.

The rules of taking a great beauty selfie also apply to taking an even better naked selfie: find the best light you can, angle up and make sure you can see what you’re snapping. Knowing these secrets, Rodan + Fields kicked off the day with yoga at sunrise overlooking Barangaroo where the early birds were able to make the most of the mellow morning light. Hurry and get your charitable contribution up, before Australia runs out of natural daylight.