Cosmetic physicians thinking about getting in on the ground floor of women’s burgeoning demand for better looking and functioning vaginas should know that while it’s a viable part of cosmetic practice, it’s serious business, according to Beverly Hills, Calif., dermatologic surgeon Jason Emer, M.D.

It’s not as simple as purchasing a technology and advertising it, and these services are not entirely cosmetic.

At Dr. Emer’s practice, vaginal rejuvenation is an umbrella of services, requiring a range of specialists, from the nurse who provides noninvasive options, to the practice plastic surgeon specializing in labiaplasty and other surgical procedures. And similar to body sculpting, vaginal rejuvenation isn’t an option lumped in with everything else. Dr. Emer’s practice has a center dedicated to vaginal rejuvenation.