Toddlers & Tiaras viewers were left in shock after watching a nine-year-old get her eyebrows waxed and hair bleached for a pageant while her mum watched. View the clip below:
Chloe Stacy competes in pageants and her mum, Jamie Stacy, reveals there have only been two occasions when she's not won a crown.
She has also 'won about a little over $20,000'.
While most nine-year-olds are busy playing outside, Chloe's prep for a pageant includes getting highlights put into her hair as well as getting her eyebrows waxed.
"If it would come down to facial beauty alone, she doesn't have that particular look that a lot of judges are looking for," Jamie says.
"She does have brown eyes with the dirty blonde hair. It doesn't stand out like a beautiful redhead or a blonde hair blue eyed child."
Her mum adds: "By having the highlights, it just allows for us to win. And who doesn't like to win? Of course I like to win."
Chloe confesses that she's excited to get her highlights, but isn't looking forward to 'the eyebrow part'.
A cascade of scenes then show Chloe getting her finished look before she's sent to get her eyebrows done.
Nataya 'Nikki' Newsom, the eyebrow waxer, gently glides on some wax onto Chloe's upper eyelid.
"She a little bit nervous, I think," Nikki says with a smile.
A lot of us have probably experienced the pain that comes with waxing, so it should come as no surprise that she winces before the waxing paper has been ripped off.
"A little bit of pain to win a little better title? She'll take it all day long," the mum says.
Viewers shared their reactions in the comments.
One commenter wrote: "The fact that this girl is nine, and already saying 'my teeth look bad', 'my eyebrows need to be done' and 'my hair needs highlights to look good' and her MOTHER is telling her that stuff too, is so sad."
And another shared: "The mom only cares about winning but I think her daughter is beautiful the way she is."
Nikki also got some love in the comments, with one person writing: "But can we talk about how kind the eyebrow lady was? Ugh melted my heart."
While a fourth person added: "When she was getting her eyebrows waxed, I felt like crying because of how bad I felt for her.."