Miss England models will grace the catwalk bare-faced to promote their natural beauty.
Next month, Miss London and South East 2023 will feature women competing makeup-free.
This will be a first for the competition that began almost a century ago.
But this will be the first time their regional heat has featured solely bare-faced girls - making it Britain's and possibly the world's first make-up-free beauty pageant.
Advert
So don't cover those blackheads and freckles, ladies; we're bearing it all.
Organisers say the concept will empower women while encouraging a more realistic look at body image and natural beauty.
Reigning Miss London, Anjali Sinha, 23, said the competition couldn't come at a better time, especially in the age of social media.
"There is so much negativity out in the social media and this is a great way to enhance positivity in our world," she said.
"It allows all of us to embrace our true beauty, makeup free and unfiltered.”
Melisa Raouf, a 20-year-old politics student at Kings College London, won the Miss England Bare Face round last year.
She also became the first woman to walk the Miss England final catwalk wearing no makeup and is the brains behind the #barefacetrendmovement.
The beauty is set to judge the regional heat bare-faced event as well.
"I have struggled with insecurities about my appearance for as long as I can remember," she said.
She added: "By creating this opportunity, Miss England is leading the way towards challenging unrealistic beauty standards and promoting authenticity.
"I believe that every woman is beautiful in her own way, and it's time to celebrate that.
"We should encourage each other to embrace our unique features and feel confident and beautiful, inside and out."
Reigning Miss England Jessica Gagen, 26, who is representing England at the next Miss World, said: “In an age where social media is impacting the self-esteem of the next generation, I think it’s important my generation ditch the filters and heavy makeup in order to highlight to school children that natural beauty never goes out of style - and that they should strive to succeed in their education as opposed to trying to conform to unachievable beauty standards”.
Angie Beasley, director of Miss England, added: "We want to continue our campaign to promote realistic and natural beauty to the younger generation."
We just hope 'Beautiful' by Christina Aguilera is cued up as models take the runway next month.
Best of luck, ladies!
Charisa Bossinakis