In spite of the hard economic times, Brits are splashing the cash on plastic surgery in a bid to shrink their waistlines - and women are not the only ones fuelling the rising figures.
A new report reveals that the number of people having cosmetic surgery has risen by nearly 6% during the last year with male tummy tucks increasing by 15%.
According to the British Association of Aesthetic Plastic Surgeons (BAAPS), the number of people turning to plastic surgery has risen by 5.8% since 2010, with a total of 43,069 surgical procedures taking place in one year.
Despite the recent PIP breast implant scandal and the recession hitting our pockets hard, Britons have not been deterred from spending thousands on plastic surgery.
The increasing number of men turning to plastic surgery was the perhaps the most significant discovery, with male surgery now accounting for 10% of all cosmetic procedures. The male tummy tuck saw a 15% rise in popularity as men look for a quick-fix to eliminate paunches.
The removal of 'man boobs', or gynaecomastia, was the second most popular procedure for men, rising by 7%.
Male liposuction followed closely behind with an 8% rise, along with rhinoplasty (nose job), blepharoplasty (eyelid surgery), otoplasty (ear correction) and face and brow lifts.
The number of women undergoing surgery is also on the increase with 38,771 women going under the knife - 5.8% more than the previous year. Breast augmentations hold the top spot with 10,003 taking place in 12 months.
For the first time, the audit included 'fat transfer' procedure, where fat is taken from one part of the body and injected elsewhere mainly into the face to restore its ‘fullness’. This type of surgery has seen a 5% increase across both sexes, ranking eighth in popularity for women and sixth for men.
"It is understandable that procedures for the more noticeable areas of the face and body - such as breast augmentation, Rhinoplasty (nose jobs) and eyelid surgery - continue to prove popular when patients are looking to get the most ‘impact’ from their surgery to enhance their mental well being and self-confidence," says Fazel Fatah from BAAPS.
"It is also not surprising to note a considerable rise in treatments such as tummy tucks and liposuction when there has been an increase in people undergoing obesity treatment such as gastric bands. These patients are usually left with a lot of loose skin that causes physical problems and unsightly body contour which can only be addressed by surgery."
Adding to this, Rajiv Grover, a consultant plastic surgeon and BAAPS president Elect, says: "The continued popularity of aesthetic plastic surgery even through financially difficult times demonstrates that the public sees real value in the psychological and physical improvement that can be achieved.
"Advances in techniques have also meant it’s harder to ‘tell’ if someone has undergone a procedure - they may just look well-rested, or refreshed! Whether because of the recent implant scare or a backlash against some ‘lunchtime’ non-surgical treatments that don’t deliver what they promise, it is reassuring that patients are doing their homework, evaluating criteria other than just price, and choosing BAAPS surgeons."
Take a look below to see which surgical procedures were the most popular among men and women between 2009 and 2010, and how their popularity has increased.