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Kate Middleton, Catherine, Duchess of Cambridge, Royal Baby

Chris Jackson/Getty Images

One thing we remember vividly about Kate Middleton's post-labor looks? The duchess had not one hair out of place when she stepped out to reveal Prince George and Princess Charlotte to the world in 2013 and 2015, respectively.

Now the Kate Effect's reach has been extended even farther—into the delivery rooms of brand-new moms. According to The New York Times, the latest post-delivery trend involves the new mother's hairstylist swooping in for an after-labor hair blowout or touch-up, and more moms than ever are getting into the glam-after-baby routine.

(You may remember that Middleton's hairstylist Amanda Cook Tucker, along with colorist Richard Ward, descended upon St Mary's Hospital in London with styling tools and hair products to create Kate's effortless post-baby barrel curls.)

"No one wants ‘I'm going to a black-tie event' hair," Chris Lospalluto, a stylist at Sally Hershberger salon, told NYT. "They just want to look fresh, just a better version of themselves. You've got to spruce them up because everybody's coming to see them."

And stylish moms are willing to shell out big bucks to look "fresh" in that first mama-and-baby photo. The Times story indicates that some women have spent up to $700 for a maternity suite call, which is what Lospalluto charges (a normal in-salon visit for his services would run for about $500). More wallet-conscious mommies, meanwhile, have scouted affordable options, like the Glamsquad app, which offers styling services starting at $50.

For us, this seems as natural as, well, childbirth itself: Women want to look good and feel good in photos—making post-labor beauty calls a timely evolution.