It seems only a few Facebook 'likes' ago that videos of kids tasting lemon for the first time was the big thing in the online land of funny baby fads.
But the newest craze chocking up Instagram and Pinterest feeds simply involves drawing strange, slightly sinister eyebrows onto a baby's face and taking a picture of it.
And Halloween is still five months away!
While some commentators have been quick to call the trend 'cruel', parents are shrugging it off as harmless (unless it gets in someone's eye, presumably).
'Wait ... Did you say ice cream?': Photos of babies with fake eyebrows drawn on their faces is the latest craze to fill up the likes of Facebook, Instagram and Pinterest
In a case of interesting timing, the fake eyebrow movement comes months after Kim Kardashian was accused of altering the brows of her daughter, North, who was six-months-old at the time.
Before and after photos seemed to show the celebrity spawn with dramatically different eyebrows that suddenly seemed shaped and filled out in all the right places.
Kardashian called the claims 'pretty sick'.
‘Do people really think I would wax my daughters eyebrows so young? Come on, I'd wait until she's at least 2 1/2!
‘I'm kidding!!! Its pretty sick for people to insinuate that I would wax my daughters eyebrows. They are thick, natural and amazing!’
Some parents have worked out one set of brows can create quite a few different looks
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