With an increasing number of celebrities eschewing cosmetic surgery and fighting to prove that their beauty is natural, it's not surprising that the new Boob Job gel from Rodial has proved such an instant hit with the A-list.
As an alternative to painful and expensive breast enlargement surgery, the revolutionary gel claims to dramatically increase bust size by two and a half centimetres.
The gel blocks fat cells as they travel around the body. The main active ingredient is derived from an Asian root extract that has no hormonal activity and works on the skin and the layer of fat beneath.
The product's claim is that if applied daily to the chest area, you can expect to see a bust increase of up to half a cup. After 56 days, the chest area will be plumped, firmed, lifted and the skin will be repaired.
The Boob Job's celebrity fan base includes curvaceous Kelly Brook, voluptuous Scarlett Johansson and, er, size-zero Victoria Beckham.
However, not everyone has been converted so quickly. Dalia Nield, a consultant plastic surgeon at the London Clinic, told the Daily Mail it was "highly unlikely" the cream would increase a woman's bust size and questioned the amount of information provided by Rodial.
At £125 a bottle, it's not the cheapest beauty product in the world, but it's certainly cheaper – and a lot less painful – than breast enlargement surgery.
Would you try the Boob Job?