A global trend of pregnant women applying full make-up during labour has reached the UK.
Pressure to be always Instagram ready is also seeing mums getting spray tans and blow drys on the run-up to their due date.
The trend is already big in America, and new research has found many UK mums are keen to follow suit.
Research by beauty website Cosmetify revealed that 64 per cent of the UK women surveyed, aged 18 to 31, will get a beauty treatment before having their babies .
Pre-baby treatments include hair removal (65 per cent), a manicure (57 per cent), pedicure (43 per cent), spray tan (37 per cent) and a blow-dry, cut or styling (32 per cent).
The research also revealed the majority of the 2000 women surveyed applied make-up within two-and-a-half hours of giving birth.
When the women were asked why they are so keen to pile on the slap, 31 per cent said it was to look good in photos and 26 per cent said said it was about being presentable for visitors.
Twenty-two per cent said they wore make-up to avoid looking ill, drained and tired.
Social media was cited as the biggest source of pressure for looking good.
Make-up artists and beauty bloggers are among the worst offenders for taking their birthing make-up routine to extremes.
Lindsay Bryan, who is a make-up artist in LA, posted on Instagram from her labour ward.
She said her first trip to hospital was a 'false alarm' but she was still keen to show off the products she'd been using to glam up.
Lindsay, (glamandgab) said: "Well during my first false alarm I at least got to get myself glam with my new @modabrush Mythical Perfecting Pixie Kit!"
Beauty blogger Diana Chavez (143diana_) shared a picture taken just after giving birth, featuring her full make-up kit captioned: "So this is why I’ve been gone for sooo long if you guys care or noticed. I’m officially a mommy!!"
