INSTAGRAM/Kourtney Kardashian/TWITTER/Charlotte CrosbyCELEB FANS: Kourtney Kardashian and Charlotte Crosby have undergone the procedure
Whether it’s waxing, tanning, dyeing, lasering or straightening – there’s a whole host of ways that women primp their figures.
Unfortunately, not even our intimate areas are free from scrutiny.
Now stars are tweaking the look of their butts and the demand for anal bleaching has risen by a fifth in the past year alone.
Kourtney Kardashian, Charlotte Crosby and Sophie Kasaei have all confessed to undergoing the extreme procedure which will no doubt put pressure on their legions of fans to consider it too.
Anal bleaching can be achieved by laser treatment in a cosmetic salon or by using a cream at home.
Sheri Johnson, clinic manager at HB Health of Knightsbridge, told MailOnline that it’s primarily ladies who are seeking it out – proving that anal bleaching is the next impossible beauty standard women are expected to meet.
She said: “We have seen a rise of 23% in the past year at the clinic.
“Laser therapy is the most popular, accounting for around 95% and cream treatments about 5%."
Sheri continued: “It's predominately women who come for the bleaching but we have had a few men in this year too.
“There's not one particular age group, we get young women right through to older women.
“I think women are feeling under pressure from their partners to emulate the look of adult stars that are seen in porn.”
It’s worth mentioning that the unnecessary beauty fad can be painful – and expensive.
The laser bleaching option costs £500 per pop and many people will need a few sessions, while patients also put themselves at risk of infection and scarring.
But is the colour of your bum hole really that important and will lightening it heighten your experience of sex?
It’s doubtful. If your lover is concerned about your natural colouring down there, you may want to rethink your choice of partner.