Women are spreading body positivity with a new movement celebrating cellulite.
Each Saturday Instagram users are posting photos showing areas of their skin affected by cellulite along with hashtag #CelluliteSaturday.
The movement was started a few weeks ago by Canadian vlogger Kenzie Brenna and has since gained the support of dozens of body image advocates.
“I can’t truthfully say I love this part of my body yet, but I’m getting farther away from hating it,” Brenna, 26, said in one post.
“Cellulite shouldn’t be ruining your life or mine. Cellulite is little itty bitty fat cells that accumulate in places where your cute body says ‘yup, need some more of that over here!’
“It isn’t a medical condition. It is a cosmetic, personal issue that women have with themselves due to the overwhelming pressure our beauty culture has placed on having thin, smooth, young looking skin.”
Hundreds of people have commented on Brenna’s images to thank her for sharing such an honest message.
Now, other women are sharing photos of their own cellulite along with the hashtag.
Blogger Rachel Worthing captioned her photo: “If you’d told me a year ago I’d be posting pictures of my cellulite for the world to see I’d have laughed in your face! But look at me now, cellulite is normal. It’s nothing to be ashamed of.”
While personal trainer Leigha McDaniel joined in, saying: “If you have cellulite, you are not abnormal. You aren’t ‘flawed’. You aren’t cellulite. You have cellulite. Just like you have eye boogers, ear wax, body hair, BO, split ends, stretch marks, moles, skin discolourations, acne, etc.
“These don’t define you. Your character, heart, sense of humour, ability to understand. Those things define you and who you are as a person. Give yourself a break ladies.”
Speaking to The Huffington Post UK, Brenna said her relationship with her own cellulite is a "work in progress" but she's proud her message has resonated with other women.
"I created the movement because I’m tired of myself and other women hating things about themselves that has absolutely nothing [to do with] the measure of their character," she said.
"Women are starving for real bodies, we're still shocked that cellulite occurs in 90% of women, that we're predisposed to it, like most men having beards, cellulite is genetic and hormonal.
"When I read that over and over again it lights a fire inside me to dismantle the idea that we need to get rid of it. It’s literally just a part of existence of women."
She added that she "couldn’t be more pleased with how many queens" have supported her message.
"When we love ourselves and each other like this, we change the world. We need this," she said.
This is far from the first movement spreading body positivity on Instagram.
In September women stood up against the pressure of having a “thigh gap” by proudly posting photos of their #MermaidThighs online.
Commenting on the trend, Rivkie Baum, editor of plus size magazine Slink, said: “Anything that promotes body positivity on social media, a place that has become all too synonymous with trolling, is always good.
“Women are constantly being put under enormous pressure to look a certain way and a thigh gap has been another body trend over the past year that has contributed to this.
“Hopefully we can get to a point where we just care less about each other’s bodies and focus on more important things.”
Amen to that.