An increasing number of mums-to-be are succumbing the pressure to be "camera ready". An increasing amount of new mums are posing for baby announcement photos on Instagram and, in preparation of this, a number of them are applying make-up all while in the throes of childbirth.
Sure, you may have the baby - but have you even given birth if you've not announced it via social media?
While we're (semi) joking, some mums-to-be take the business of those newborn baby photos VERY seriously indeed...
An increasing amount of new mums are posing for baby announcement photos on Instagram and, in preparation of this, a number of them are applying make-up all while in the throes of childbirth.
The stats speak for themselves. 68 per cent of British women feel the need to put on makeup the day that they give birth.
In addition to this, women aged between 18 and 31 are having beauty treatments such as spray tans, waxes and blow dries ahead of their due dates.
So what's at the root of this desperation to look picture perfect, instead of knackered-but-elated?
It seems Instagram influencers are having a huge impact on mums-to-be.
Social media personalities share images of primping and preening themselves in their birth suites, or post pictures of the beauty treatments they have shortly before their due date.
American makeup artist Alaha Karimi made the news in 2016 after sharing pictures of herself prepping for labour by applying layers of foundation and perfecting her powder - something which she said helped the ease the pain of contractions.
She's far from the only one.
Tegan Woodford, a mum and make-up artist from the Gold Coast of Australia, posted images of her giving her sister-in-law a full makeover while she tackled those contractions.
As much as we disagree with any pressure to look picture-perfect after giving birth, we're all for any form of pain relief.