A new survey reveals that young women are turning to surgery in their quest for the perfect vagina.
It seems the "designer vagina" is back with a massive 45 percent increase in the numbers of women enquiring about surgical procedures since 2010, the Daily Star reported.
And the average age of patients has also significantly dropped from 35 to 28, with more choosing to have surgery for aesthetic rather than medical reasons.
People have also become more aware of and more willing to talk about such procedures - thanks to TV shows such as Channel 4's Embarrassing Bodies.
Transform Cosmetic Surgery found that labiaplasty and vaginoplasty are among the UK's fastest growing cosmetic surgery procedures.
Labiaplasty is a surgical procedure to reduce the size of, or reshape, the labia minora - either for medical or aesthetic reasons - while vaginoplasty "tightens" the vagina, a procedure that is particularly popular among women who have given birth.
Transform reports that enquiries for the procedures have grown from 2,400 in 2010 to 3,500 so far in 2013. 2012 was the strongest year to date with 3,900 enquiries in total, or 75 per week.