Trend Spotlight: THE “LUNCH-BREAK BOOB JOB”

Editorial assistant Michelle Duffield looks into whether the latest injectable breast implant procedure lives up to the hype

Originally developed to reconstruct distorted noses and shattered jaws during World War I, plastic surgery has undergone its own face lift to focus on elective cosmetic procedures. With 18.8 million non-surgical procedures performed worldwide in 2022 compared to 14.9 million surgical, the public are looking to achieve results without going under the knife.

Today, plastic surgery journeys are no stranger to a social media platform, with trending hashtags like #boobjobs and #boobjobreveal going up a cup by the day. This normalisation of cosmetic surgery from Gen Z influencers has now opened a new realm of total body autonomy, creating a fresh view of body confidence.

Given this newfound public familiarity with the scalpel, it’s no surprise that new methods are emerging to make these enhancements even more accessible. Traditionally, breast augmentations take two to three hours, with recovery times stretching from weeks to months. So, it’s almost unimaginable that a complete transformation can now be achieved in under an hour, let alone 15 minutes.

TOO GOOD TO BE TRUE?

Erin Alexander, a London-based mother, appeared on This Morning along with leading plastic surgeon at iQonic Aesthetics in London, Dr Adrian Richards, to showcase her new injectable breast implants, a minimally invasive option for breast enhancement. The procedure, lasting an astonishing 15 minutes, increased Alexander’s breast size from a small B to a fuller C or D cup, with minimal downtime and no visible scarring.

Dr Richards is one of the first doctors in the UK to offer this breast augmentation technique, which uses a patented device to inject the implants without the need for a scalpel, called the Mia FemTech.

NEW DAY, NEW BOOBS

Traditional breast implant surgery typically involves general anaesthesia, asignificant incision under the breast, and weeks of recovery time, not to mention the risk of visible scarring. For many women, these factors have been major deterrents. Alexander herself admitted that the thought of scarring was enough to put her off the traditional route. “I never wanted to feel like Ihad anything done,” she explained. “The scarring was amajor drawback for me, as well as the downtime.”

However, Mia FemTech has changed the game. The procedure only requires a small incision in the armpit and offers a host of benefits over traditional methods. The use of a dilatation balloon creates space between the pectoral muscle and the mammary gland, allowing the diamond-shaped implant to be positioned precisely, all while preserving the surrounding tissues. This not only results in a safer, less painful experience but also ensures that breast sensitivity remains unaltered.

One of the most remarkable aspects of Mia FemTech is the speed and ease of the procedure. Alexander described the entire process as surprisingly straightforward. “For the procedure itself, I was awake and chatting my way through it,” she says. “It didn’t take any longer than 15 minutes to put them in.” The total time spent in the clinic was around 45 minutes, and, incredibly, Alexander was back on her feet the next day, resuming gentle exercise just a few days later.

Despite its benefits, Dr Richards did highlight a limitation of the procedure; the size increase is modest, with patients typically only able to go up one or two cup sizes. However, for many women, the appeal of Mia FemTech lies in its ability to achieve natural-looking results without the drawbacks of traditional surgery.

VERY DEMURE, VERY MINDFUL

The Mia FemTech procedure has its cups full of interest from leading experts in the field. Reconstructive and cosmetic surgeon Dr Paul Banwell has spoken about the benefits Mia FemTech offers, including the absence of general anaesthesia, minimal postoperative pain, and the near-invisible scar concealed in the armpit. He sees Mia FemTech offering a new trend in breast aesthetics, where proportion and harmony are prioritised over exaggerated enhancements.

As aesthetic procedures evolve, so too do the methods used to achieve them. Plastic surgeon Dr Jorge Planas noted a shift in women’s preferences, moving away from the exaggerated hourglass towards a more balanced and natural look. He praised Mia FemTech for its ability to achieve this, describing the final product as so natural that “not even the patient herself can feel her prosthesis.”

For Alexander, Mia FemTech has delivered exactly what she was looking for—a subtle enhancement that feels entirely her own. “I didn’t want to look unnatural, I still wanted to look like me,” she said. “Now, I have the breasts I’ve always wanted.”

With the introduction of this injectable breast implant, the field of breast augmentation is set to change dramatically.