Women undergoing breast surgery are choosing to have "nip tuck" procedures in the quest for a smaller nipple.
Surgeons from The Plastic Surgery Group have seen a 30% rise in women asking for a smaller nipple when going under the knife for a breast-related operation.
Consultant plastic surgeon Dan Marsh said: "During breast surgery to lift or reduce the breast the nipple is repositioned. This requires an incision around the nipple and gives the patient an opportunity to resize her nipple.
"We have seen a 30% rise in women requesting a smaller nipple size in the last year. This is tied into the trend towards smaller breast augmentation sizes. The average size is now 250-300cc (approx D-C cup) compared with 350-400cc (Double DD or E cup) several years ago."
It looks like the desire for smaller nipples is following ideals about what warrants an attractive nipple. In a survey undertaken by The Plastic Surgery Group, 131 patients were shown pictures of nipples and asked to rate them from one to five and comment on the size of the areola.
Apparently, the nipples rated most attractive occupied 25-30% of the overall breast area when viewed from straight on.
The nipples deemed least attractive were had nipples which took up 50% or more of the overall boob space - 92% of respondents said this was "too big".
We don't know about you, but nipple augmentation seems like a step too far in the quest to be the perfect woman.