It is a truth universally acknowledged that "post-baby body" is one of the worst terms to reference the appearance of new mothers. However that's got nothing on "post-baby hair" according to The New York Times, in an article that has sparked a social media backlash.
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In a story titled: "Mom Hair: It Exists, Now What To Do About It" the publication compared the locks of mothers to the frumpy fashion equivalent of "mom jeans" - which are now in vogue thanks to leggy models (who aren't mothers) Kendall Jenner, Gigi Hadid and friends.
"You've likely seen it at suburban malls: the longer-in-back, slightly–shorter-in-front bob that should read sleek but is inescapably frumpy," the story states.
"And even the city-dwelling mom isn't immune. Perhaps she has added her own twists like blunt bangs or extra layering, but the 'do still falls short of flattering."
The article, published in the Style section, has been slammed on social media.
"I've reprioritised my to do list: 1. Get rid of mom hair. 2. Love, feed, bathe, care for my children. Thanks, NYT!!" one fan wrote on Facebook.
"Enough already. Know what my 'mom hair' looks like? It looks like the hair of a woman who gets up at five, who works hard all day, who goes to bed and who *might* remember to remove her ponytail holder. Enough already. How about lifting each other up for once?" said another.
Style tips are offered for how new mothers should be preparing for their post-partum hair, which is doomed to look lacklustre thanks to shifting hormones, no sleep and a diet of toast corners and lukewarm Nespresso.
New York-based dermatologist Francesca Fusco, suggests being inspired by the Duchess of Cambridge, who has an on-call glam squad to rival that of the Kardashians.
"There is also the Kate Middleton path: Keep the overall length but cut bangs to help camouflage fuzzy hairline regrowth. (The Duchess of Cambridge debuted a flop of long bangs after Princess Charlotte turned four months old.)"
A male hair stylist encourages new mothers to be organised.
"Ideally, you'd start planning while you're still pregnant," Juan Carlos Maciques of Manhattan salon Rita Hazan Salon said.
"For hair color, you'll want to go more natural by the third trimester. An ombre is a really nice way to address the fact you're going to be having fewer hair appointments."
But where Maciques really throws fuel into the fire, is when he suggests that long hair can be a good "distraction" for being overweight.
"It's not just your hair that's changing. Your body is, too. You might not be at the weight you really want to be yet," Maciques is quoted as saying.
"And the truth is, long hair can be a little bit of a distraction. When you go short, you are more exposed. There's less, literally, to hide behind."
One reader responded: "Wow, I've seen it all. Thanks for the article telling women to keep their hair long to hide their fat faces behind."
Another expert encourages new mothers to be brave - not in the 'skip the epidural' sense but in dying blonde hair a "very vibrant copper... It's just about getting the mom the little kick she needs."
Buried deep in the article is the exception to the rule.
"Not all mom bobs deserve a bad rap. The above-the-shoulder cut can be a chic solution for certain hair types".
While no photos are used to illustrate what qualifies as "good mum" and "bad mum hair", models Lara Worthington and Miranda Kerr, who both cut their long locks after giving birth, would appear to be ambassadors for how to do "mom hair".
