Last week in the UK it was all about the #nomakeupselfie, in which hundreds of thousands of women posted bare-faced photos of themselves on Facebook, but the nation's latest social media trend looks slightly more painful.
The "Sellotape Selfie" sees people using sellotape (Scotch tape) to manipulate their faces into various unappealing contortions.
Facebook users wrap the tape around their faces to distort their features and post a selfie, before nominating a friend to follow suit.
The craze was started by student Lizzie Durley, who says she was inspired by the scene in the film "Yes Man" in which actor Jim Carrey takes to his face with tape.
The idea has since gone viral, with several Sellotape Selfie pages set up on Facebook and liked by thousands.
Last week, charity Cancer Research UK received £1 million (approximately $1.6 million) in 24 hours after encouraging participants in the spontaneous #nomakeupselfie trend to donate money along with their selfies.