Vaginal Rejuvenation Is the Latest Cosmetic Trend to Hit Hollywood

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The data are in.

There's now one more option to add to cosmetic surgery wish lists. 

Vaginal rejuvenation was one of the hottest new cosmetic trends in 2017, according to RealSelf, an online marketplace that ranked procedures based on consumer research. The tightening method came in above fat reduction for the most desirable procedures.

RealSelf released its first U.S. Laser & Energy Report on Thursday, and, surprisingly, four brands of vaginal rejuvenation treatments were named the most "worth it" branded laser and energy device treatments, meaning they had a high ratio of positive to negative reviews. Beauty-savvy consumers rated diVa Vaginal Therapy 98 percent worth it, FemiLift 94 percent worth it, MonaLisa Touch 92 percent worth it and ThermiVa 91 percent worth it, all making the top 10.

DiVa Vaginal Therapy is a laser treatment to combat changes that are caused by childbirth or menopause. It is also used to treat side effects of chemotherapy or a hysterectomy. RealSelf notes that the company also offers diVaTyte to tighten the outside of the vagina using infrared energy to heat the region.

The trend started to pick up in Hollywood a few years ago, with Real Housewives stars Sonja Morgan, Kelly Dodd and Cynthia Bailey getting vaginal surgery. Real Housewives of Beverly Hills alum Brandi Glanville reportedly paid $12,000 for her vaginal rejuvenation surgery. Last month, Jada Pinkett Smith went public with her experience at the Vitality Institute of Agoura in Los Angeles. Hazel E of Love and Hip Hop even live-streamed during her surgery.

The Kardashians have also considered the treatment, with Khloe Kardashian revealing on her show, Kocktails With Khloe, "My sisters, they've had kids, and there's a vaginal lasering, to tighten. … In my household, all they do is talk about this vagina-lasering. It's like their discussion back and forth."

"The vaginal rejuvenation category in particular has experienced major disruption. Just in the last five years there have been considerable investments in new technologies," says RealSelf CEO Tom Seery in a statement to The Hollywood Reporter. "These new-to-market devices are not just gaining popularity [interest in the category increased by 17 percent on RealSelf from 2016 to 2017] but more importantly, they are ranking high in consumer satisfaction."

He says one of the biggest changes in the past 10 years has been more openness about procedures, which has helped "turn the cultural tide" toward getting work done. Kylie Jenner has admitted she got lip fillers, Cardi B got illegal butt injections and people over 30 are clamoring for Ivanka Trump's cheekbones. Meanwhile, Beyonce's dermatologist, Harold Lancer, tells THR that liposuction is the No. 1 cosmetic procedure, adding that big butts are less popular now. Lifted nose tips, Lancer adds, are also a new trend.

Other procedures that ranked in the top 10 "worth it" category on RealSelf include nonsurgical skin tightening, tattoo removal and fat reduction, the latter of which was the most researched minimally invasive operation in 2017. In fact, interest in fat reduction hit an all-time high, including CoolSculpting, Smartlipo and SculpSure. That's no surprise, considering thin figures and flat tummies remain a constant Hollywood demand (though several celebrities are becoming more vocal about their body positivity in all shapes and sizes, including Lena Dunham, who said on Wednesday that she feels "happy, joyous and free" after her weight gain).

As with any body-altering decision, Seery says if you're considering a cosmetic treatment, your first step should always be to seriously research the procedure and side effects.