Applauding new Hollywood mothers for slimming down in no-time flat after shedding their baby weight has become one of the hottest trends splashed across celebrity magazines.
Call them "momshells" (mother-as-bombshell) for bouncing back after having a baby and jumping right back into their busy Hollywood careers looking svelte and stylish with no signs of baby weight.
Janice Min spearheaded many of those kinds of covers during her six-year stint as editor of US Weekly, but now, after giving birth to her third child, she's pushing back against what she calls unhealthy pressure on everyday new moms.
In a new article for the The New York Times, the 42-year-old Min says, "…the notion that instantly stick-thin figures after birth are normal is untrue. Sometimes, in my sleep-deprived nights, I ponder our ideal of this near-emaciated, sexy and well-dressed Frankenmom we've created and wonder how to undo her."
Hillary Duff, 24, gave birth to her son, Luca, in March and recently faced a barrage of critical tweets for not losing her baby weight fast enough. Bollywood beauty Aishwarya Rai and Bryce Dallas Howard, who starred in "The Help," also faced similar backlash.
"You see these magazines that are filled with celebrities, that within weeks, have bounced back and they're back to their pre-baby weight, and I think for most women it really puts a lot of pressure on them," CloudMom.com CEO Melissa Lawrence said.
Actress Kelly Preston, 49, said she refused to rush her weight loss after giving birth to son Benjamin in 2010.
"I actually took my time purposely because I really wanted to. You can do it much more quickly," Preston told Robin Roberts of "Good Morning America" in December. "I'm not into the three to four weeks. But, I did it over the course of eight months."
Katie Schunk is among a group of new moms who are fighting back against the blitz of magazine covers.
"If we could reach one woman to maybe not feel so bad about herself, I think that's exactly what we wanted to do," Schunk said.
Much like Min, Schunk says new moms shouldn't feel pressure to be thin, that being a great mother is what makes them "momshells."