'Karma's a b*tch' meme taking over the internet

The new viral video challenge is taking over social media. Photo / YouTube

A bizarre new viral meme is taking Chinese social media by storm.

Known as the "Karma's a Bitch Challenge", the meme was started in China by creative teenagers. It involves them posting videos online of them lip-synching to Kreayshawn's 2011 hit "Gucci Gucci" while dressed-down, usually in hooded jumpers or pyjamas, and wearing no makeup.

They then lip-synch the quote, "Oh well, karma's a bitch" — a line uttered by character Veronica Lodge on the cult TV series Riverdale — before flicking a towel over themselves to dramatically reveal a brand new look, news.com.au reported.

And yes, it makes zero sense — but it's also weirdly mesmerising to see the instant makeovers. While most transformations are simple makeovers, some teens have gotten as creative as possible, with some transformations involving fancy dress.

In one, a teenager even transitions into a little girl after flicking her wrist.

The clips are produced on Chinese video app Dou Yin, an advanced version of Musical.ly, which lets users film short, 15-second music videos over popular songs.

The latest transformation trend follows the "Don't Judge Me" challenge from several years ago, in which people made themselves look as unattractive as possible before revealing a makeover.