Kylie Jenner may have explicitly stated that her famous pout is natural, but that hasn't stopped teens going to extreme lengths in an attempt to get lips like hers.
Hundreds of young people are trying to cause their lips to swell by placing them in water bottles and jars and sucking them as hard as they can.
Images and videos of the beauty method began trending online on Sunday evening, along with the hashtag #KylieJennerChallenge.
The trend can have a painful effect, with some young women complaining of bruising around the lips and chin area after completing the "challenge".
Many on Twitter have raised concerns that the #KylieJennerChallenge may lead to burst blood vessels and even cause permanent damage to the lips.
Others have labelled the hashtag "disturbing".
Speaking previously to HuffPost UK Lifestyle, dietitian Sian Porter said our cultural fascination with celebrity can make individuals feel under pressure to change the way they look.
"We are bombarded by this image of perfection that doesn't exist - most celebrity images are airbrushed or edited in some way," she said.
"There's a lot of pressure about looks rather than health."
The #KylieJennerChallenge is not to first celebrity-related hashtag causing parents to worry about their teens.
Last month, charities and parents aired concerns when a hashtag promoting self-harm began to trend following Zayn Malik's departure from One Direction.
What do you make of the hashtag? Let us know in the comments below.