'Labia puffing' is the latest beauty trend and we need to talk about it.

Today's beauty standards make you want to pull your hair out.

You're either not eating enough or eating too much. Your lips are too thin or they look too fake. Your nose is too small or too big. You're wearing too little makeup or you're overdoing it.

Honestly, the list is INFINITE.

Watch: Juna Xu tries the viral lip liner hack. Post continues below.

And just when we thought things couldn't get any more complicated, some females are now feeling like they have to adjust the volume of their… labia.

Yes, people are injecting filler into the 'lips' or folds of the skin outside of their vulva — the body part responsible for protecting the clitoris, vagina and urethra.

I'll give you a moment to process this.

What is a 'labia puff'?

In short, the 'labia puff' refers to a non-surgical cosmetic procedure to plump and smooth the outer labia (aka the labia majora), giving it a more youthful and voluminous appearance. This is all achieved by meticulously injecting cosmetic filler (yep, the same thing that goes into your face) or fat transfer from areas where fat is available and can be spared, like the buttocks or abdomen.

Interestingly, filler has been used as a treatment for atrophy of the outer labia since at least the 2010s, but has since grown in popularity as a cosmetic 'want', more than a 'need'.

As Dr Liz Golez from Lift Aesthetics Sydney told Mamamia, "Labial puffing is putting back volume on deflated labia majora (outer lips or folds around the vaginal opening) after weight loss or a period of hypoestrogenic (low oestrogen) state such as post-partum, lactation, perimenopause, menopause or hypothalamic amenorrhea from stress, etc."

"Volume replacement can be achieved using fat transfer, hyaluronic acid filler, and biostimulators," she added.

While some may eye-roll and laugh at this idea, making things look puffier down below is more than just another silly cosmetic enhancement; it's all about restoring self-esteem and confidence.

That's because, just like every other part of the human body, this intimate area is subject to changes over time, affecting its texture, appearance and elasticity.

As Dr Golez mentioned, factors like ageing, genetic factors, substantial weight fluctuation and of course, childbirth(!), can all lead to a loss of volume in the labia majora. This results in a sagging appearance that some may not feel comfortable with.

"By addressing these intimate concerns, labia puffing can have a profound impact on an individual's quality of life, improving comfort in various clothing, enhancing sexual confidence, and fostering a more positive body image," states the Centre for Surgery's website, a premium plastic and cosmetic surgery clinic based in London, UK.

"The goal is to create a harmonious and balanced appearance that aligns with the individual's aesthetic desires, leading to an improved sense of personal well-being."

The procedure may also help those who suffer from vaginal dryness, enhance sexual satisfaction and prevent chafing or discomfort caused by clothing.

How much does labia puffing cost?

Like any cosmetic procedure, the cost of a labia puff will depend on the complexity of the procedure, the facility where it's performed (including if it's conducted in a hospital or clinic), the surgeon's experience, the type of anaesthetic used and if any surgical add-ons are required.

In Australia, the price can range from around $4,000 to over $10,000.

Is labia puffing safe?

Considering a registered and experienced cosmetic surgeon performs the procedure, labia puffing is said to be on par with other filler treatments in terms of safety.

"Hyaluronic acid filler is an off-label use on the labia majora (the same is true when injected into other parts of the body other than the face). When strategically injected, at the right doses, by an experienced provider, it can relieve the patient's distress," said Dr Golez.

"The usual complications and adverse effects such as bruising, swelling and rare vessel injury are risks. But because we use a cannula and fillers are dissolvable, labial puffing is fairly safe."

But of course, any cosmetic procedure comes with its risks.

Temporary and mild swelling, bruising and discomfort are listed as common side effects of fillers, but are said to typically resolve within a few days to a week. Those who have a labia puff via fat transfer may experience allergic reactions to local anaesthesia, develop a scar, experience a buildup of fluid or in the case where the fat is accidentally injected into their bloodstream, blockages or lung injuries can occur.

Dr Golez added, "Consumers should practice due diligence, research their providers, and go for a thorough consultation to achieve best results."

Bottom line: do your research, talk to several registered and experience doctors about your options and the risks involved, and ensure it's performed under appropriate medical guidance.

And on one last note… regardless if you're on board with the labia puff trend or you're completely against it, remember that when it comes to beauty, you do you!

What do you think of labia puffing? Share your thoughts with us in the comments section below.

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