Most expectant mothers make a pre-birth to-do list, it's par for the course. Bullet points usually include, 'pack hospital notes', 'assemble hospital bag', 'buy nappies'; if you have children you'll no doubt be all too familiar with the drill. A trending TikTok search term though, is seeking to add another tick box to the roster and we'll be honest, it's divisive. Enter birthing make-up. No, really.
Type 'birthing make-up' into TikTok's search bar and you'll be met with multiple eyebrow-raising examples, videos that show users swishing their hair from side-to-side to a popular TikTok sound before applying a full face of make-up. These dedicated make-up enthusiasts frequently bounce onto camera dressed in their hospital gown, or in one mind-boggling case, post-epidural and wearing an oxygen mask. Even The Hills' Heidi Montag gets in on the action.
Watch: Heidi Montag's Birthing Make-Up TikTok
Astounded? You're not alone. And yet these videos have already garnered over 81.3 million views between them. Yes, as put off as you may be by this concept, if you're a TikTok user, you're only ever a few quick taps away from pre-hospital make-up tutorials and videos of TikTok users reapplying their beauty must-haves mid-way through labour. When did deep breathing and crunching on ice chips get kicked to the curb?
Many have criticised these videos for placing undue pressure on women to look glamorous during possibly one of the toughest physical experiences of their life. It's certainly not a brand new concept - Allure writer Audrey Noble points out in a recent article, 'it wasn't uncommon in the 1950s and early 1960s, housewife culture motivated women to look completely "done up" in everything they do' - but there's no doubt that today's social media culture is fuelling similar expectations. If TikTok isn't on a new mother's radar, the thought of taking that first post-birth picture with their new baby and eventually posting it to Instagram to mark the milestone may well be.
And of course, as always, the pendulum swings both ways. As incredulous as many may feel about these videos, what's wrong with a labouring mother reaching for their foundation in an effort to feel good? Some may get a much-needed boost from a favourite pillow mist, others might want to drown out nervous thoughts with a little comfort viewing on Netflix - if make-up's your meditation, dive right in. And if it's not? Don't seek these videos out on TikTok. One hint of interest and your algorithm will send the entire offering your way. Be warned.
Main image credit: TikTok @heidimontag @chloe_amelle @la.tania.ftn2