Is obvious cosmetic work back in favour?

On 14 October 2007, Keeping Up with the Kardashians premiered, introducing a family that would go on to become one of the most influential forces in modern beauty culture.

19 years later, the Kardashian-Jenners have helped bring everything from lip fillers and sculpted jawlines to dramatic body proportions, into mainstream beauty conversations.

But after years of growing interest in subtle, natural-looking enhancements, could the dramatic beauty trends the Kardashians helped popularise be making a comeback?

 Dr Omar Tillo, Consultant Plastic Surgeon and Medical Director at London-based CREO Clinic, reveals all.

What's been the biggest change in beauty standards since the Kardashians first appeared on TV?

“The biggest change is how much more openly we talk about cosmetic enhancements. In 2007, plastic surgery was still something many celebrities preferred to keep private. Today, people openly discuss everything from lip fillers to rhinoplasty on social media.

“The Kardashians have played a significant role in that shift. They’ve helped make cosmetic procedures part of everyday beauty conversations, rather than something that happens behind closed doors.

“But I think the more interesting change is how people’s expectations have evolved. For a long time, the focus was on achieving a particular look. Now, there’s a growing conversation about maintaining individuality rather than following a single beauty ideal.”

Which beauty trend associated with the Kardashians has had the biggest impact?

"I think there are several. The hourglass silhouette is probably one of the most recognisable, particularly when it comes to body contouring. The emphasis on a smaller waist and fuller hips became incredibly prominent throughout the 2010s, bringing procedures such as liposuction and the BBL into much wider public discussions. 

“The BBL in particular, became closely associated with the exaggerated curves that dominated beauty trends during that period. The procedure involves transferring fat from other areas of the body to the buttocks to create more volume and shape, although it’s important to remember that it carries significant risks.

“What I find particularly interesting is how the family helped create an entire aesthetic. It wasn’t necessarily about one feature, but a combination of fuller lips, defined facial contours and exaggerated body proportions that became instantly recognisable.

“The challenge is that these trends can create unrealistic expectations. Not everyone has the same facial structure or body proportions, and what looks good on one person won’t necessarily suit another. That’s why it’s so important to approach cosmetic enhancements as something individual, rather than trying to recreate a celebrity’s appearance.”

Are people moving away from the exaggerated beauty ideals that dominated the 2010s?

“There’s definitely more conversation around subtle, natural-looking enhancements, but I wouldn’t say that means more obvious cosmetic work is going out of fashion for good.

“Kylie Jenner, for example, has recently spoken about wanting larger breast implants and being happy for them to look noticeably enhanced. Given how influential she’s been in shaping beauty trends, comments like that could easily reignite interest in a more obvious, augmented look.

“The reality is that beauty trends are cyclical. We might go through a period where everyone wants subtle, barely noticeable results, only to see more dramatic enhancements become popular again a few years later.

“It’s difficult to predict what will last, because these preferences are constantly changing. That’s why I always encourage patients to think about what they genuinely want for themselves, rather than making permanent decisions based on a trend that could look completely different in five years.”

Have the Kardashians normalised cosmetic surgery, or created unrealistic beauty expectations?

“I think both things can be true. On one hand, greater openness about cosmetic procedures can be beneficial. It allows people to ask questions, understand their options and feel less embarrassed about considering treatment.

“On the other hand, social media often shows the final result without showing the full picture. People don’t necessarily see the recovery process, the potential complications or the limitations of what surgery can achieve.

“And when you’re constantly exposed to highly curated images, it can become difficult to distinguish between natural anatomy, cosmetic enhancements, make-up and digital editing.

“That’s why it’s important to remember that what we see online isn’t always a realistic representation of what can be achieved.”

What do you think will define the next decade?

“I actually think we could see a return to more obvious cosmetic enhancements. We’ve spent the last few years talking about natural-looking results, dissolving fillers and making sure nobody can tell you’ve had work done. But beauty trends have a habit of swinging from one extreme to the other.

“There’s also a younger generation growing up in a world where cosmetic surgery is discussed far more openly. For some, having a procedure that’s noticeable might not be something they want to hide. It could become part of how they express themselves.

“And with celebrities like Kylie Jenner openly discussing their preferences for more dramatic results, I wouldn’t be surprised if we started seeing a shift back towards bigger, bolder enhancements.

“The interesting thing is that we might be entering an era where the goal isn’t necessarily to look natural anymore. For some people, the fact that they’ve had work done could become part of the appeal.

“Ultimately, I don’t think the next decade will be defined by one particular look. It could be defined by people feeling increasingly comfortable choosing how obvious, or subtle, they want their enhancements to be.”