Starting off as a yolk (sorry) on January 5, a posting on Instagram asked people: "Let's set a world record together and get the most liked post on Instagram".
A social media campaign has pulled off a real coup on Instagram.
The first photo of Jenner's newborn daughter, posted on February 6, 2018, was the leader until this new, mysterious challenger appeared.
As of Sunday evening, Egg Gang (as the account has named itself), has 16 million likes, meaning it's already in the history books as Instagram's second most-liked post, supplanting Justin Bieber's engagement announcement from July previous year.
The photo, posted online to the account world_record_egg by the "Egg Gang" on January 4, received more than 18 million likes as of Sunday evening - breaking Jenner's record. Many saying, "You can do it, egg!"
Buzzfeed News contacted the mysterious account.
Kylie's picture which revealed her daughter's name, was also bombarded with comments from fans.
This much is clear: Kylie Jenner knows the egg.
The Instagram account, world_record_egg has gone one to be the root of many copycat accounts like world_record_chicken that are all vying for the top spot.