The mugshot of a wanted Northland man has gone viral thanks to his prominent face tattoo.
Northland Police posted a photo of Reuben Riddell on their on their Facebook on Monday. Little did they know, the post would become a viral sensation.
According to the post, the 28-year-old had breached his court release bail conditions and was wanted for arrest.
Riddell is easily identifiable due to the large tattoo that stretches across his face, reading the world 'blood'.
To add to this, he also has a clown with sharp teeth tattooed across the front of his neck.
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Social media users made light of the situation, one user saying Riddell "needs some Thin Lizzy" - a reference to the popular makeup brand.
The mugshot was similar to that of Mark Cropp, who made headlines in 2017 due to the tattoo he had in the same place reading 'DEVAST8'.
The former inmate struggled to find work due to his tattoo, which he received in prison while drunk on homebrew alcohol.
The similarities between the two men didn't escape social media users, with one commenting "Devast8's brudda?"
"When you meet Devast8 in prison," another wrote.
If anyone has information in regards to Riddell's whereabouts, they are asked to contact Detective Sergeant Scott from Waitemata West CIB on 09 839 0600 or call Crimestoppers anonymously on 0800 555 111.