It may be one of the last things you'd expect a woman to want to go through after childbirth.
But tucked away in a quiet Shanghai suburb, this tattoo studio is attracting new mums in China.
The appeal: free ink for women wanting to hide their c-section scars.
The man behind the new trend is Shi Hailei.
Inspired by a Brazilian artist who's covered the scars of domestic violence victims, Shi wanted to do the same for Chinese women with low self-esteem after having a baby.
"After I did the first tattoo on a scar, the smile on the mother's face gave me a great sense of achievement. I decided to keep on doing it. It makes me very happy to make them confident again."
Grace Yuan is one of them. The 34 year old mum used to apply fake tattoos to her few inches of scar on her belly but still felt self-conscious, until she visited the studio.
"I don't need to lift my trousers or cover the scar with my hands when my belly is exposed now. I feel great."
Chinese women are known to spend thousands of dollars hiding their scars - from creams to gels to laser surgery. And with about a third of all babies in the country now delivered by c-section, there will be no shortage of customers for this growing trend.