The ELLE Canada team responds to the word “bread” like Pavlov’s dog, so we had to investigate breadfacing, a new health? beauty? trend making the rounds on the web.

It’s the brainchild of anonymous rising Insta star, @breadfaceblog. Essentially, @breadfaceblog posts videos of herself smooshing her face into breads, buns, bagels or whatever complex carb she can get her hands on.

The reason? Still TBD.

But…if your New Year’s resolution is to give up carbs, this video series could be a good way for you to get your fix without sacrificing your waistline. Warning: like walking into a bakery on an empty stomach, if you’re the type easily tempted by bread and butter, you may want to pass this series by.

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