Out of all the bizarre TikTok trends to have emerged in the last year or so, experts are saying this one might just be the most dangerous.
Videos having been going viral of people having full-face "hot wax" treatments to remove facial hair.
The most popular account posting the clips is the Kapsalon Freedom hair salon in the Netherlands, which has recently gained hundreds of thousands of new followers, with one of their videos racking up over 19 million views.
In the disturbing clips, customers' faces, mouths and necks are covered with the hot wax, partially penetrating their ears and nose before being removed.
Renaz Ismael, the barber behind the videos, told the BBC the process is safe and beneficial for his clients.
But Dr Anjali Mahto of the British Association of Dermatologists told Metro she is particularly concerned that others might copy the process.
"Social media platforms have the ability of quickly spreading health and beauty trends through use of hashtags and challenges, but one thing that is rarely talked about is whether these trends are actually good for you," she said.
"If you do see a beauty trend or challenge on social media, we recommend that you do your research on the potential side effects."
She said the hot wax could potentially lead to burns and irritation of the skin, especially if left on too long.
Concerns have also been raised about the risk of suffocation.
"There's no control element to smothering the face with wax. And wax hardens. So it could harden in the airways and have to be surgically removed," one UK salon worker told the BBC.
This is one case where the answer may be not to leave it to the experts - instead, just avoid it on all accounts, and instead embrace a little bit of hair on your face.