Non-orthogonal multiple access (NOMA) is an interesting concept to provide higher capacity for future wireless communications. In this article, we consider the feasibility and benefits of combining full-duplex operation with NOMA for modern communication systems. Specifically, we provide a comprehensive overview on application of full-duplex NOMA in cellular networks, cooperative and cognitive radio networks, and characterize gains possible due to full-duplex operation. Accordingly, we discuss challenges, particularly the self-interference and inter-user interference and provide potential solutions to interference mitigation and quality-of-service provision based on beamforming, power control, and link scheduling. We further discuss future research challenges and interesting directions to pursue to bring full-duplex NOMA into maturity and use in practice.