A shift has been underway since the mid-2010s, with women around the world, from Victoria Beckham to Crystal Hefner, seeking implant removals or reductions. While some, like Hefner, do so due to health complications, there are also signs that the unnaturally large look has simply fallen out of style in recent years.

Studies also indicate that in the United States and the UK, demand for breast reduction procedures grew 6% from 2018 to 2019 and, according to Google Trends, the number of people searching for “breast reduction surgery” has been rising steadily in different countries since the onset of the pandemic in 2020.

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