There has been an increase in the number of women who are choosing to have their vagina customized with surgery, according to The American Society for Aesthetic Plastic Surgery. The organization has recorded a 49 percent increase in one year for women choosing surgery.

Dr. Jennifer Walden a spokesperson for ASAPS stated that labiaplasty is “one of the most popular cosmetic procedures in women.” The procedure is performed on the labia surrounding the vagina to change the size and shape of a woman’s vagina. Another common procedure is vaginoplasty which is used to tighten a vagina that has lost elasticity often because of childbirth or age.

Fueling this trend, is an increased interest in social imagery such as self-photography, pornography and fashion choices such as yoga pants. According to Dr. Walden, these have a profound impact on the decision to have surgery, “Some women have a real issue with contouring when wearing tight jeans and yoga pants. They want to look and appear sleeker in that area. And, enlarged labia can have a real impact on a woman’s sex life.”

The cost of these procedures are not cheap. Labiaplasty, for instance, costs $6,000 to $8,000. But, for some women it is a price they are willing to pay.