Good Morning Britain finished the week on a heated note today, thanks to a row breaking out over whether women should apply make-up when giving birth.
Viewers were horrified this morning as it was suggested by one guest in the ITV studio that women who don't pop a bit of blush on when welcoming a child into the world are 'lazy'.
Ed Balls and Ranvir Singh were the presenting duo for the final installment of Good Morning Britain earlier today, as they were joined two women to discuss the reported fact an estimated 68% of women apply make-up on the same day as giving birth.
Clare - who was the guest against the pressure on women to follow society's beauty standards when in labour - argued it's dangerous to "push a narrative" that women "need to be the best version of themselves and wear make-up" when giving birth.
"I'm sorry Clare but I actually find that really offensive," the guest with opposing views hit back with.
"I think as a woman, it's a woman's prerogative to decide their own birth experience and for me personally, when I went into labour I had a blow dry the day before, I'd had fake tan - I did my hair and make-up because I wanted to feel good!
"It's about feeling good within - I didn't feel good during nine months of my pregnancy and I wanted to feel good when I was bringing my child into the world."
Clare argued her debating opponent "wasn't seeing the bigger picture" and accused her of pushing "a dangerous narrative".
The make-up fan hit back: "How can it be a dangerous narrative to be the best version of yourself?"
She went on to add: "I did top up my make-up in between contractions - I was completely bored. I was doing my make-up and reading.
"It's very easy to be a lazy person and to lower your standards."
Ranvir gasped and cut her guest off, asking: "Are you calling women lazy?"
Viewers at home watched on in horror - with some taking to social media to join the debate online.
"Can't believe this is a debate on #GMB so what if we want to wear makeup during labour?? WOMEN CAN DO WHATEVER THEY WANT," one fan argued on Twitter this morning.
"Women can do whatever they want during childbirth but do not call me lazy for not wearing makeup. I’ve never felt the need to wear it. That was such an offensive comment #GMB," another fumed, as a third chimed in with: "What a load of b******s , my only priority to make me feel good was my baby not my make up #gmb."
"Plenty of time for a glow up if you’re waiting for an ambulance #gmb," another viewer joked as the row broke out in the Good Morning Britain studio.
Other viewers pondered why the ITV show was covering the topic and hosting the debate, with one quipping: "#GMB This is the most ridiculous topic this program has ever done."
Another Twitter user agreed, writing: "What a stupid thing to debate over. Wearing Make-up during childbirth. Leave women to do what the hell they want with their face #gmb
A third sarcastically tweeted: "#GMB Tackling the real serious issues here."
*Good Morning Britain airs weekdays on ITV from 6am
