Katherine Ryan has turned her placenta into tablets and beauty products, joking that she wanted to become an "ageless supermodel."
The Canadian comedian and TV personality gave birth days ago, just two weeks after announcing that she was pregnant.
Filming for her Instagram story, she shared a collection of luxuriously wrapped products.
"Thank you so much @placentaplus," she captioned the video, "for making the most out of my placenta."
All in silver, the products included a baby lotion, a bespoke oil and a balm. They had all been made out of Katherine's placenta by the UK-based company.
"Especially these gummies and capsules which will make me an ageless supermodel," she added, presenting a couple of orange gummy bear type products which looked like sweets, and a couple of capsules.
Placenta Plus create a range of products made out of the placenta. The idea is that mums ingest the placenta through the pills and products in order to help prevent postpartum depression; reduce postpartum bleeding, and improve mood, as well as energy and milk supply.
That said, there is no evidence that eating your placenta can provide any health benefits.
Placenta Plus say on their website they have provided their service to other celebrity mums, including Rochelle Humes, Coleen Rooney and Amy Childs, and claim to be the UK's only laboratory-based company working in their field.
The placenta is collected within a few hours of birth and the products are returned to the mother by special delivery within 48 to 72 hours.
But it is important to stress that there is no regulatory body in place at present and that bodies including the Centers for Disease Control and Prevention - the US' health protection agency - have warned that placentas which aren't encapsulated property can contain dangerous bacteria which can make mums sick.
It's been a busy few weeks for Katherine: within two weeks of announcing her pregnancy she had given birth, and her and her partner Bobby have announced the baby boy's name is Frederick.
Katherine originally dated Bobby 20 years ago, and rekindled her childhood crush recently when the two met decades on.
The couple had a civil partnership in 2019 and Katherine has another child, her daughter Violet, 11, from a previous relationship.