Belfie haters, turn the other cheek: butt facials are in. 'Belfies' (butt selfies) have been big news this year, with models and celebrities leading the way on social media. But what if you're not ready for your summer close-up?

Luckily, a New York beauty salon has launched the ‘Shiney Hiney Facial', specially tailored for your rear end, reports The Gloss.

Featuring an exfoliation treatment followed by a peel and a steam, the service lasts 30 minutes in total.

Esthetician Molly Lamb, at Skin by Molly, based in Brooklyn, came up with the treatment after being contacted by a client worried about acne on their behind.

"Hey, skin is skin, I got no judgment," she told Brokelyn. "Acne can flare up anywhere."

For now, the Shiney Hiney Facial is only available in Lamb's salon, but with popular belfie-posters including singer Miley Cyrus, actress Lea Michele, tv personality Kim Kardashian and model Heidi Klum, the concept is sure to become a hit.

Belfie haters, turn the other cheek: butt facials are in.