We've heard of people getting some fairly extreme tats when they're passionate about something, whether it's your football club's crest, an inked-up interpretation of the family dog or the name of an old flame.
But one woman has gone one step further with what she cares about, by getting the word 'Vegan' tattooed on her face.
Kate Bullen - or Kate Alice as she's known - posted the photo on social media, saying: "Got a suicide awareness and vegan tattoo today, love em".
As you'd probably imagine, the internet was pretty quick to slam her. Many fired out negative comments in disbelief, calling her a 'freak' or questioning why she'd decided to get the tattoo on her face.
But despite the backlash she's been getting from the ever-opinionated world wide web, Kate regrets nothing and stands by her decision.
"I chose to get this tattoo as I'm incredibly passionate about veganism and know I'll be vegan for life," Kate told LADbible.
"Of course the tattoo on my face received quite a lot of negative reactions because people seem to get upset when they see the word 'vegan'.
"I believe this upset comes from a feeling of defensiveness because I encourage them to think about the consequences of their actions.
"Also I've had a lot of comments saying I'm unemployable which doesn't matter to me since I've been self-employed since I was 18 and it's easy to cover with make up and a fringe.
WARNING: SENSITIVE CONTENT
She continued: "I primarily went vegan a few years ago because of empathy for the animals, and I'm still learning about how eating meat is so harmful for the planet and contributing towards world hunger and so many illnesses in humans.
"It saddens me that humans kill 56 billion land animals for food annually and pull over a trillion fish from the ocean.
"People are so detached from what they eat they forget that these are sentient beings who are capable of feeling pain and emotion just like us.
"I was protesting at a slaughterhouse in Manchester a couple of weeks ago and the sound of the pigs screaming and crying as they were being gassed is one of the worst things I've ever heard, it's heartbreaking."
She said that the tattoo artist that inked her, Jordan McCrea, has also received criticism.
In a Facebook post, McCrea said: "Who is anyone to take the piss out of what someone chooses to eat, never mind their reasons or what they do to show they're proud of it.
"So fucking what if someone wants to get a vegan tattoo on their face."
McCrea also says that she's got a lot of respect for Kate for being so unashamedly passionate about something - an opinion shared by some others on social media.
McCrea said: "Although I am not vegan and will most likely never be one, I really respect her for fighting for what she believes in and being proud to show it off, and doing so without once pushing/trying to 'convert me' the way everyone seems to think all vegans do."