Why are women taking photos of themselves when they first wake up in the morning, and posting them online? INSIDE EDITION finds out.
It's a side of INSIDE EDITION's Megan Alexander you've never seen—the alarm has just gone off and she hasn't put on a stitch of makeup.
So why is she taking her picture?
"This is me in the morning. This is my 'morning face.' Yeah," said Alexander.
It's actually a hot trend called "morning face." That's right, women across the country are snapping early morning self-portraits. In one photo, a girl's sky high bedhead is a mess. And in another, a girl can't even open her eyes as she takes her picture.
Madeline Cronin snapped her photo just minutes after waking up.
"My eyes are red, and my skin is blotchy, and my teeth need to be brushed really badly," said Cronin.
So why would women want to be seen like this? Well-known magazine editor Jane Pratt's new website xojane.com is actually soliciting these photos.
"I thought it would be freeing for women to show themselves the way that they actually look in their most vulnerable state," said Pratt.
"It's okay to look natural, and to look how you look when you wake up in the morning. There's nothing wrong with that," said Cronin.
Cronin usually spends anywhere from 45 minutes to an hour in the mirror before heading out the door.
As for Alexander, there's good reason she looks less than camera ready in the morning—her son.
"A lot of sleepless nights with this little man, but of course it's worth it. But he does contribute to my morning face," said Alexander.
