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

Itโ€™s not as simple as purchasing a technology and advertising it, and these services are not entirely cosmetic.

At Dr. Emerโ€™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 isnโ€™t an option lumped in with everything else. Dr. Emerโ€™s practice has a center dedicated to vaginal rejuvenation.