A 10-year-old girl was recently dubbed "the most beautiful girl in the world."
LA and NY Model Agencies recently announced the addition of the young model, Kristina Pimenova, to their 'youth' catalogue.
Kristina, born in Russia, has been modelling since the age of three. By the age of nine, she had appeared in campaigns for Armani, Roberto Cavalli and Fendi.
More than four million people 'like' her Facebook page, and her Instagram account has amassed a whopping 1.2 million followers.
Her social media following is greater than Cindy Crawford's (1 million followers), and the equivalent of Miss Universe.
And she's 10.
But having great success at such a young age, means Kristina and her mum need to be particularly vigilant on social media. Kristina's social media accounts are managed by her mother and are bandaged with strict "rules".
For example, "Any video or pictures posted here that is not appropiate for Kristina's age will be deleted and whoever posted it will be blocked," the page states. Another rule reads: "Kristina's pictures can not be used for role playing." Whatever that means.
At a glance, such "rules" haven't been so effective.
Browsing around her Instagram, you will notice comments like "are you single?" (um, yeah probably - because she's 10!!!), and offers to marry men in Brazil.
On her Facebook, you will see comments from hoards of adoring fans, including young girls and boys - and men.
News Corp reports seeing comments like "sexy legs" and "do you want to stay with me?" on her Instagram.
Yep - it's icky, to say the least. It's near-criminal to say the most.
However, among Kristina's Facebook and Instagram images are a different kind of horror. Comments like: "She so pretty, [I'm] so ugly," from an 11 year old girl. Another says, "Why is she so pretty? Every time I see her, I feel ugly."
How damaging is it exactly to place a 10-year-old girl in the spotlight, make her look twice her age, and dub her the most beautiful girl in the world?
Pretty strange, if you ask us.