That's Sports Illustrated swimsuit model Chrissy Teigen having a rather... unfortunate encounter with some peppers. That final photo? The result of some of her Instagram and Twitter followers telling her that milk would help neutralize the burning - which by all accounts it did!
Essena O'Neill, from the Sunshine Coast, Queensland, had over 574,000 Instagram followers, more than 250,000 subscribers on YouTube and around 60,000 dedicated Snapchat contacts when she decided to give up her life as a 'social media celebrity'.
In her final YouTube video, O'Neil describes why she is quitting social media.
"I put my value in numbers, not real life people, moments or my natural passions of art, writing...Posting on Instagram consumed me," she wrote.
"We are not followers, we are beings of individuality and love. I have never felt so free."
She said she is leaving her Instagram and YouTube accounts up as documentation of her journey. She even started changing Instagram captions to reveal the truth about sponsored posts and highly edited photos.
Instead of using popular social media platforms, O'Neill has set up a website and blog, letsbegamechangers.com, where she will continue to interact with fans and share her content.
Her first challenge to users? Go social media free for one week.