A couple of years ago there was a challenge that focused on the lower half of the face: The Kylie Jenner lip challenge.
People would suck on shot glasses or other small containers to plump their lips to massive proportions.
Now a new craze has swept across Instagram and focuses on the top half of the head - the McDonald's eyebrow challenge.
Yes, it involves people hiding their natural eyebrows, in favour for some large arches in a surprising look (well, the models certainly looked surprised if nothing else).
Huda Kattan is the beauty expert behind the unusual look, and began trending when she posted her attempt a couple of days ago.
To replicate the fast food chain's iconic golden arches, she firstly erased her natural brows using concealer, before drawing the M-like design across her forehead.
On her video, which has since been viewed 1.2 million times, she said: "I'm really loving this, this is definitely the peak of the eyebrow trends."
And, obviously, Huda is not the only one to try this out.
Credit: Lishyglows/ Instagram
The makeup lover commented in response to her original post, saying: "I created the #mcdonaldsbrows as a joke and I didn't think you guys would keep it trending.
"All you guys are such good sports!"
Credit: Lishyglows/ Instagram
However, it has to be said, that not everybody is loving the new trend.
Diane Chitwood wrote on Facebook: "Who's lovin' it? No one that has a single brain cell working... horrible... two centipedes following each other..."
Debbie Withey added: "Will people please stop the insanity?!! This is taking this eyebrows thing too far. Oh goodness!"
Michele Tamtom said: "Really? Why the hell do people do these things to themselves... Even if it's all about the attention. Don't they realise how ridiculous it all looks?"
Featured Image Credit: PA