ONCE UPON a time, lip fillers and similar cosmetic procedures were deemed severe and only for those wanting to dramatically change their appearance.
But times are steadfastly changing, and with them the approach and perceptions around enhanced beauty.
Whether it's facial reconstruction, hair transplants or chin lifts it seems there is a cosmetic solution for almost every beauty woe.
One of the more popular procedures is lip fillers, which sees injectable products administered to the lip area through a needle.
The aim of the game? To enhance lip definition or volume on a temporary basis.
While some celebrities such as Charlotte Crosby and her Geordie Shore costars still promote an obvious modification, lip enhancement doesn't have to be drastic change.
More and more patients are opting for a natural rather than Kylie Jenner-like pout, according to Cosmetic Doctor at Aesthetics Lab in London, Dr. Leisel Holler.
She explained: "Trends come and go but most people want natural results and have previously been afraid of aesthetic medicine and cosmetic surgery because of the 'overdone' look they have previously seen in some people, and still see in some cases."
According to Dr. Holler, who started her medical career in general surgery before working in cardiothoracic surgery, the artistry and allure of lip enhancement comes from detailed and subtle changes.
She continued: "More people want a 'refreshed' version of themselves rather than a dramatic change.
"Also, people don't want lengthy downtimes and nowadays opt for more non-invasive treatments that have zero or minimal downtime, as people have busy lives."
There are two main types of products that can be used during the procedure, Botox and Fillers. But how do you know which is right for you?
Dr. Holler explained: "Botox can be used to ease the so-called 'smokers lines or barcode lines' around the lips, but this can also be done with fillers, as it gives structure and support to the tissue around it.
"Fillers are most commonly hyaluronic acid, which is a natural substance we all have in the skin and tissues. It is reversible and absorbable, and lasts typically between 6 - 18 months depending on the type and the brand."
Contrary to the belief that lip enhancement is a 'once you start you can't stop' habit, the substance naturally dissipates over time gradually returning the patient's lips their original form.
But that isn't the only common misconception when it comes to the procedure.
Dr. Holler, who has been a qualified medical doctor for over a decade, said: "There are many myths around lip enhancements, and these are simply not true.
"Lips naturally age and become deflated and inverted with time, with an upper lip elongation due to skeletal changes of the face.
"We can give back some of the volume and give more definition, and this can be done very subtly and with very natural results, so it's a myth they always look fake.
"In my opinion, if you can tell someone has had it done, it defeats the purpose and it wasn't done well enough. Also, one can definitely stop and go back to what (the original appearance) was."
What's next for the lip enhancement industry? A continued growth in the 'natural' look is likely, according to the expert, to be made possible by further innovations in products.
But above all, Dr. Holler stressed the importance of finding properly qualified practitioners to consult with if you're considering the procedure for yourself.
She finished: "There are many complications that can happen if not properly done. A good practitioner will know how to avoid complications and also immediately deal with one in case they happen.
"It is very important to get in touch with your practitioner if there are any signs of complication, as it can often be dealt with if caught on time."Suggest a correction