Breast reductions and implant removals have overtaken enlargements for the first time, data shows, as experts link the shift to more active lifestyles.
The latest annual audit from the British Association of Aesthetic Plastic Surgeons (BAAPS) shows there were 4,761 breast enlargement procedures in 2025, down 8% on the previous year.
There were also 4,673 breast reduction procedures and 847 implant removals, with surgeons saying the trend reflects a growing shift toward comfort and more active lifestyles, alongside the rise of form-fitting “athleisure” clothing.
They also noted an increase in procedures for the face, including facelifts and eyelid surgery. One of the fastest-growing procedures is the brow lift, which has surged 27% overall.
Labiaplasty – a surgical procedure designed to reduce, reshape, or increase the size of the labia – is also up 6%.
Nora Nugent , the BAAPS president, said: “For the first time, we are seeing the number of patients undergoing breast reduction and implant removal surpass those opting for augmentation. This reflects a broader shift away from exaggerated curves towards a more natural silhouette, one that better complements active lifestyles and the continued rise of athleisure fashion.”
Nugent added that the trend towards active lifestyles could also “explain the increase in labiaplasty procedures”. She said: “In my practice, patients most commonly cite discomfort during exercise and concerns around visibility in more form-fitting clothing, such as gym wear. Notably, many older women share that they have only recently become aware of labiaplasty as a solution to symptoms they have experienced for years.”
Dr Anil Joshi, consultant ENT and facial plastic surgeon, notes seeing a similar pattern: “Patients are becoming more selective. They are less interested in it looking like they’ve had obvious work done.”
He added that breast enlargement had not vanished, “but the motivation has possibly changed. Women typically talk now more about lifestyle than cup size … Implant removals are rising for the same reason. Most women are not reversing a mistake. They are reflecting a new stage of life.”
Women still account for 93.9% of all procedures, with 25,217 operations performed in 2025, a 2% fall from the previous year. There were 26,840 cosmetic procedures performed in 2025, a 2% drop from the previous year.
The procedures men are choosing are shifting, with facial surgery now dominating. For the first time, eyelid surgery became the most popular procedure for men with 346 procedures, up 8%, overtaking rhinoplasty, for which there were 273 procedures, down 18%.