New mothers are increasingly opting for laser treatment to get rid of stretch marks after pregnancy.
Cosmetic clinics say that demand has increased by a third over the last three months, with prices starting at £200.
They say it can reduce white streaks, which can also occur in teenagers and women without children, by up to 75 per cent.
Pregnancy and rapid weight gain or loss can cause stretch marks in any part of the body as a woman's shape changes.
The Harley Medical Group launched the laser treatment in May and says it has been astonished by the level of demand.
Speaking in the Daily Mail, director Liz Dale said: 'We are getting three or four hundred inquiries a week. It is going up by thousands and we believe it will be the new big thing next year.
'Up to eight in 10 women have stretch marks, and so do a lot of men, and although there are creams available this is the only approved laser treatment on the market. It works by firing a beam into the skin. There may be some redness for a couple of days afterwards but that is all.'
She said three quarters of women were booking the treatment for stretch marks that resulted form weight changes during and after pregnancy to their stomach, thighs and breasts.
Women over 50 are also turning to the laser therapy in large numbers. Other non surgical treatments for skin rejuvination as well as laser hair removal, have also seen a significant increase in bookings.
However the group said surgical procedures still make up the majority of its business.
Among women, breast augmentation was the most popular procedure followed by nose jobs, liposuction and tummy tucks.
Nose jobs were the most popular among men followed by liposuction.
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What do you think? What lengths would you go to to get rid of stretch marks?