Scroll through Instagram any time of day and you'll probably come across a blogger (or 10) reclining on a yacht somewhere, cocktail in hand and long, shiny hair cascading down her neck. Oh look, there's another one flaunting her incredibly defined abs and drinking a vitamin water post-workout. Sigh. Wouldn't it be great to look like that?
Yeah, it would be great to look like that, but as Essina O'Niell's explosive online social media exit proved, everything is not as it seems.
With the easy availability of apps like Facetune, it's almost too easy to change your entire body shape with a few tweaks and swipes. Refreshingly, lifestyle blogger and YouTuber XAmeliaX chose to show just how undetectable tuning apps can be by posting a "before" and "after" of herself enjoying the sun in a bikini.
Amelia has just launched the #JustAsIAm campaign, a social media movement encouraging people to show their real, unedited beauty on social media.
"We all know that Photoshopping exists," she says, "we see it on billboards, in magazines, on TV, everywhere. But we kind of don't expect to see it on social media. I wanted to show you just how easy it is to manipulate a photo on an app on your phone, and just how quickly you can get it done."
She continued: "I think that in today's world, all we do is bash ourselves and concentrate on the things that we don't like and we want to change."
Amelia wants me, you and and anyone else who may or may not be guilty of a tiny bit of photo editing every now and again to post an unedited photo talking about one (unPhotoshopped) thing you REALLY like about yourself with her hashtag.