According to US surgeon Constantino Mendieta, there has been a steady rise in the number of women seeking a curvier bottom.
Mendieta, who is set to present his bottom enhancing procedure, the Miami Thong Lift, at the conference of British Aesthetic and Plastic Surgeons in London this week, told the Daily Mail that 5% of his Thong Lift clients are British and he expects demand to grow.
The Thong Lift uses grafts of fat liposuctioned from the thighs or stomach, purified and then injected, using a large needle, into the layers of muscle of the buttocks. This transforms the shape of the bottom from flat to extra-curvy and high.
In the past, a rounder, higher bottom was achieved using silicone implants, similar to those used for breast enlargement, but by using the patient's own fat there is no risk of rejection.
But, if you've got a size 8 body, don't expect to walk out of the surgeon's clinic with Kim Kardashian's shapely derriere.
Cosmetic surgeon Angelica Kavouni, who has performed buttock enhancements in the UK, told the Daily Mail: "I have done fat transfers, but never on this scale - these bottoms are huge."
She explains that to harvest enough fat to transfer on this scale, patients would have to be a size 14.
"What I usually see are size six or eight girls who want big bottoms - this is unrealistic," she says.
So it would seem the question on every woman's lips right now is "Does my bum look big enough in this?"
Would you like a rounder bottom? Would you ever have surgery to boost your curves?