Men are decorating their beards in glitter for Christmas.
Gentlemen all over the world are making their facial hair sparkle and uploading pictures of the results on social media sites like Facebook, Instagram and Twitter.
Two friends from Portland in the US call themselves The Gay Beards on Instagram and helped to launch the festive bearing, and now bushy beards in all sorts of glittering colours are appearing online to spread a little bit of festive cheer.
However, the bearded glitterati are not lifting everyone's spirits and have split opinions online.
Steve Phillips wrote on Twitter: "I would rather rub dog dung in my beard than glitter."