Originating in China, the craze saw women around the world reaching behind their back and round their waist in an attempt to reach their belly button.
Thankfully, the trend has now been replaced by a movement with a far more positive message.
Curvy Kate's website explains the idea behind the movement: "There are a heck of a lot more important things to be checking on your body than whether your arms are flexible enough to reach all the way around your own torso.
"We want to encourage you guys to check your boobs and get to know what normal feels like…rather than doing these ridiculous body-shaming (and downright painful) demonstrations."
Commenting on the #BellyButtonChallenge last week, body image campaigner Leyah Shanks said she believes body positivity is on the rise, but that we still live in a "thin worshipping" world.
"It's sad that being able to do the Belly Button Challenge is seen as some kind of achievement. It seems that social media has a tendency to push women to extremes, often towards a goal which is simply not attainable for them," she told HuffPost UK Lifestyle.
"Personally I hope that social media will stop spewing out trends like this which encourage us to compare ourselves to others, and instead produces trends that empower us to be our own kind of gorgeous."