Female cosmetic genital surgery has evoked considerable media and public interest in recent years. The huge increase in the number of cosmetic surgical clinics, combined with increased awareness, accessibility and affordability, has also made this area of gynecological surgery a popular topic for critics. The tremendous media interest, fuelled by television programs such as ‘Designer Vaginas’ and ‘the Perfect Vagina’, have encouraged women to seek help for their ‘problem’. Aggressive marketing has increased the demand for these procedures and enabled them to flourish despite the paucity of evidence. Cosmetic surgery in general has increased by 31%.