Embarrassed show host Eamonn Holmes put his head in his hands as beauty expert Nicola Bonn discussed her experience as part of the show’s vajacial debate.

The Brazilian facial is the latest beauty craze for women looking for a more indulgent make-over down south.

A 50-minute treatment includes a bikini wax, hydrating mask and an exfoliation to improve the skin condition.

This Morning stopped short of showing the full procedure, instead choosing to zoom in on the top half of Nicola’s legs.

Journalist Natasha Devon was also invited on the ITV show to debate whether the vajacial is going one step too far in the pursuit of beauty.

Natasha, who runs a body confidence campaign for teenagers, concluded it was just “mindless grooming”.

She worries it will lead to an expectation to be placed on women to join in, which is “another way to make women feel insecure about themselves.”

After her treatment – with was pre-recorded for the show — Nicola concluded it was “much less painful than waxing on its own, and better for your skin.”