Another day, another social media craze - this time in a bid to boost their online profiles, a number of people have taken to dying their armpit hair in rainbow 'unicorn' colours. Guess it beats kids setting themselves on fire.
The trend is a sort of merge between the surge in popularity for everything unicorn-related and for the body positive campaigns that mean more women are opting for the au naturel look when it comes to their body hair.
These two movements have come together in a bright explosion of colour and glitter after hair stylist and colourist Caitlin Ford posted pictures of her client's underarms dyed ready for Pride month.
She described her handiwork as 'Rainbow Pits', adding, "She also wanted some rainbow underarms for St. Louis Pride this weekend!"
Since then, a number of people have taken to social media to share their Rainbow Pit snaps, including singer Miley Cyrus.
Although this trend has been hotting up since summer, perhaps there's no better time to join in on the fun than now. Why? Because apparently right now we're in the midst of 'Januhairy' - a month dedicated to women growing their hair.
The movement - founded by drama student Laura Jackson - calls on women to stop hair removal for the month of January in aid of charity, as well as encouraging women to both 'love and accept' the fact that body hair is natural.
Women are already in the process of growing theirs out anyway (if they haven't already) - why not add some multi-colours to the mix? You could even keep that rainbow flag flying all year round if it takes your fancy.
Although you might assume this is just some sort of ploy to get more likes, Elite Readers reports that the whole point of the trend isn't supposed to be a form of creative expression, but rather a celebration of uniqueness and diversity.
Prior to this, the unicorn hair craze has gone from strength to strength, seeing hundreds of men and women across the world getting their hair dyed in all sorts of bright and vibrant colours. Because unicorns.
Whether you like it or not, looks like the rainbow dye craze ain't going anywhere soon.