Lipstick smear - the new viral selfie

Georgia May Jagger, Cara Delevingne and Rita Ora join the #smearforsmear campaign. Photos / Instagram

It's being called the new ice bucket challenge - but less messy.

If your social media is filling up with pictures of women with smeared lipstick, don't worry, you're not alone. Smeared red lipstick selfies are the latest celebrity-endorsed social media campaign.

Dubbed #SmearForSmear, the viral movement asks women to smudge lipstick across their face and take a selfie to spread awareness of cervical cancer and the importance of regular pap smears.

Georgia May Jagger and Rita Ora spearheaded the campaign by posting stunning red lipstick-smeared selfies to Instagram.

Jagger named Cara Delevingne and Suki Waterhouse as her smear nominees while Ora nominated her sister, Elena Ora, and model Jourdan Dunn.

Delevingne quickly took up her nomination and passed it on to Kendall Jenner, her sister Poppy and singer Zoe Kravitz, guaranteeing the campaign will go international.

Smear for Smear was started by Jo's Cervical Cancer Trust, a London based women's health charity.

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- AAP