Most people try and do their best to look good on Instagram, with some people going as far as to Photoshop or edit their images.
However, there is currently a wave of influencers who are trying to encourage people to embrace their 'real' bodies.
These body positive ladies have been stripping off to celebrate their cellulite and "belly rolls" as they tell fans you don't have to look perfect on Instagram.
And it seems like the message is being lapped up, with fans thanking the social media stars for their inspiring words and their follower counts soaring.
One such influencer is Australian beauty Ariella Nyssa.
The blonde bombshell, who boasts 743,000 Instagram followers, was recently seen showing off her natural curves on a beach while on a sunshine break.
Addressing her fans, she told them: "Oh it feels so free to roll around on a beach and not care about if anyone can see my rolls or if my cellulite stands out too much. I feel like a little kid again."
As well as her body positive posts, Ariella has also hit headlines for slamming brands who refuse to work with models who aren't a size six.
She previously said that the fashion industry needs to be more inclusive after claiming she'd been "shunned" from the modelling industry in the past.
Another Aussie Instagram star spreading the self-love message is Bree Lenehan, who is known particularly for her 'Real Me' Monday posts.
This sees the brunette stunner compare posed shots of herself to relaxed pictures to show that different angles and lighting can make your body appear very different.
In one such recent post, Bree was seen telling her 615,000 followers that "perfect is an illusion" as she exposed her cellulite and natural stomach.
Fans were loving the honest post, with one telling her: "Thank you for this reminder.
"It's easy to see our bodies through the sometimes warped lens of what we 'should' look like and what's 'attractive'."
While another gushed: "You always make me feel so much better, I love you so much beautiful."
Bikini designer Karina Irby also let her "cellulite sparkle" in one of her own designs back in April.
The beauty, who boasts 1.2million Instagram followers, showed off her booty in the skimpy swimwear, which featured a SpongeBob SquarePants print.
Captioning the post at the time, the influencer wrote: "Let your cellulite sparkle.
"Bikinis too fun there is NO way I’ll ever be covering up!
"This design is all about embracing your true self, being confident in your skin and bringing the vibes!"
And it's not just the Aussie babes who are embracing the trend.
Manchester lass Phoebe Sophia loves to show off her natural curves – recently telling fans "belly rolls aren't your enemy".
While Worcester-based plus size model Isabel Nicholls Nall is often promoting her curves in lingerie or swimwear, with her cheekily telling fans she has "more to explore".
With their fans on the increase daily, this self-love trend doesn't seem to be slowing down, and we're loving every minute of it.
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