A growing number of young women are seeking v*g**n**l rejuvenation according to experts.
The hour-long procedure which was originally popular with patients suffering from incontinence or a sagging of the vaginal canal following childbirth, is now more widely used for cosmetic purposes to either to enhance the appearance of the genitalia or boost s**xu**l satisfaction.
While the average age of those requesting the surgery is between 30-45 some doctors are concerned the trend is causing teenagers to become increasingly 'misled or confused' about what is normal.
'I heard of a mother taking in a 16-year-old and 11-year-old wanting to get it done. It's just not right,' Dr Iglesia, a Washington, D.C., gynecologist, noted in an editorial in the June issue of the journal Obstetrics and Gynecology.
Critics believe it is yet another service aimed at women pursuing an impossible ideal of physical perfection, and surgeons say the majority of patients have been influenced by internet pornography and the media industry.
Dr. John Miklos who trained as a gynecologist and reconstructive surgeon, and now calls himself a 'medical tailor,' specializes in surgery to reshape a woman's private parts.
On average he performs as many as 180 labiaplasties a year to cut back the skin flaps surrounding the v**g**n**l opening.
By all measures, Miklos has thrived on his expertise and along with his partner Dr. Robert Moore, now has practices in Atlanta, Georgia and Beverly Hills.
In 2011 more than 2,140 U.S. women underwent v**g**n**l rejuvenation, according to the American Society for Aesthetic Plastic Surgery while the International Society of Aesthetic Plastic Surgeons put the total at almost 5,200 in 2010.
Experts note such figures do not include the many procedures done by gynecologists.
And last year, according to NHS figures the demand for genital cosmetic surgery in the UK rose five-fold over the course of a decade.
'More women today are concerned about the aesthetics of their private parts.
'The concept of beauty has extended from having the right looking cheeks to the right looking genitals,' Dr Sachin Dhawan told India Today.
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