With so many people posting selfies all over the internet, it was inevitable that a new app would arrive to help us create the perfect snapshot of ourselves.
And, while Instagram simply grants us the use of filters and shading, the new SkinneePix vows to shave 5, 10 or 15 pounds of weight off your photo.
Yup. Really.
Created by tech start-up Pretty Smart Women, SkinneePix lets users edit photos so that they appear thinner in them.
It's all down to the fact that the camera supposedly adds pounds, so the iPhone app plans to help take these pounds back off - in a bid to stop you untagging all of those holiday photos this year.
"SkinneePix makes your photos look good and helps you feel good. It’s not complicated. No one needs to know. It’s our little secret," the app's description reads{
While many women have slammed the app for promoting airbrushing, Photoshopping and an unhealthy body image, creator Susan Green told The Huffington Post that she believes the app is helping women:
"What I've found in this is that women who are 100 pounds and women who are 250 pounds, everyone has some issue with their body.
"Some people are like well, you're messing with someone's image and you're trying to tell people they should be skinny. No, that's the exact opposite of what we're doing."
She also added that the technology is motivating people to shed a few pounds and adopt a healthier lifestyle, all because they can see attainable weight loss goals.
"The first time I saw myself in that app, I felt better seeing my face a little slimmer. It's not this huge change. When I saw it I remember thinking, 'Gosh, I feel better about this picture,' and that's only 15 pounds. If I can lose 15 pounds and look like that.
"We're hearing now people are using it to motivate themselves to get healthy, that's how I'm using that now, because I can see something that's attainable."
Do you agree with Susan Green - is the app simply a fun tool, designed to help promote a healthy lifestyle? Or does it promote dangerous new body standards, endorsing the airbrushing and Photoshopping techniques employed by so many celebrities nowadays?
Let us know your thoughts below now via the Comments Box - we'd love to hear from you.