Princess Eugenie broke the royal mould with her personalised Instagram page, frequently sharing candid personal posts to her thousands of online fans.
And if you're familiar with some of the Instagram trends that have become synonymous with the rise in social media, you'll likely be aware of the Throwback Thursday fad - something that Eugenie is all-too-good at bringing to the table.
Her latest instalment to the flashback Insta trend is possibly her most poignant yet.
Back in June, the Princess shared a raw and incredibly rare snap of her scoliosis scar to mark International Scoliosis Awareness Day.
"I just wanted to share my scar and encourage anyone out there who's gone through something similar to share theirs with me. Let's be proud of our scars!" she wrote at the time.
Clearly, the move made an impact.
Three months on from the striking post, Eugenie re-shared the picture to her Instagram stories on September 10, telling her fans: "Earlier this ear I shared this pic of my scar. I was sent a lot of photos in response and I wanted to share some with you today as my #throwbackthursday."
She added: "Please share your stories with me where you have scars that show your strength. Scars are beautiful."
In the remainder of her Instagram stories, she shared several more images from people who had also posted their scoliosis scars.
"Thank you for sending to me," she wrote of them.
Eugenie has worked hard to normalise and highlight the beauty of scars in the past.
On her very wedding day, her Peter Piloto and Christopher de Vos wedding dress even featured a deep V at the back, specifically designed to show her scar.
In January 2018, the Princess opened up about her experience with scoliosis with the Royal National Orthopaedic Hospital.
In an article on its website, the Princess explained how she was diagnosed with scoliosis at just 12 years old.
"This was, of course, a scary prospect for a 12-year-old; I can still vividly remember how nervous I felt in the days and weeks before the operation. But my abiding memories of the RNOH, where the surgery was carried out, are happy ones - everyone there was so warm and friendly, and they went out of their way to make me feel comfortable and relaxed," she said.
The royal underwent an eight hour operation, which involved doctors inserting eight-inch titanium rods into each side of her spine.
The royal Princess isn't shy about showing a more personal side to royal life on Instagram.
Most recently, she posted a pic of herself and sister Beatrice from the night before her elder sister's wedding earlier this year.
"Here we are on the eve of your wedding. Still rocking a scrunchie or hair accessory (since the 90s) and huge smiles on our faces," she quipped.
If there was ever a royal we'd name as an Instagram guru, it'd clearly be Eugenie.