The overexposure we’re all acutely aware of is affecting the plastic surgery field in a surprising way — namely, how people actually go about adjusting things. Dara Liotta, MD, a plastic surgeon on Manhattan’s Upper East Side, claims that she’s seen an uptick in internet personalities as part of her clientele — specifically Instagrammers and YouTubers. What makes these men and women different is timing: Since so much of their business has to do with their faces, they can’t afford to take the traditional few weeks off for recovery.

“In the past, you’d get a surgical rhinoplasty (a.k.a. nose job) that involved a general anaesthesia, two weeks of black-and-blue, and up to a year to see your full results,” Dr. Liotta says. “That’s not realistic for people who need to be in front of a camera.”