The majority of women who want breast implants are keen to achieve a "natural result", according to Liz Dale, director of the Harley Medical Group.
Ms Dale said that breast enlargement surgery has always been the most popular form of cosmetic surgery.
However, she revealed: "These days women come to us looking for a natural result, not a look-at-me statement decolletage, which can sometimes cause too much attention. Contrary to popular belief, most cosmetic surgery patients want to fit in - not stand out."
Figures from the Harley Medical Group show that, over the last six months, 75 per cent of women having breast implants decided to go up by just one or two cup sizes.
Rather than going for the 'round high profile' implants which produce a more rounded appearance to the upper breast, most women are choosing to have the 'lower profile implants', which provide a more natural look.
What's better? Private or NHS healthcare?