Recently, Miami dermatologist S. Manjula Jegasothy, MD, has been seeing patients coming in for one “big” request.

“It’s just like large breasts were very trendy 10 years ago, large, round buttocks are very popular in celebrity culture right now. It might have something to do with the ‘first family of reality TV.’”

The same trend is taking hold in the office of Las Vegas plastic surgeon Christopher Khorsandi, MD, and it’s showing no signs of slowing.

“The aesthetics of the buttocks have come into sharp focus in both the social environment and in the plastic surgeon’s office,” he says. “Images of ideal derrieres abound on the Internet, while the phone rings off the hook with inquiries about Brazilian Butt Lifts in our offices. The root cause of this rapidly increasing trend toward gluteal aesthetics can be debated at length—part biological drive, part cultural mixing, part yoga pants.”

While their scope of practice differs, both doctors agree: The technology for getting the look just keeps improving.