Private cosmetic surgery clinics in Brighton have seen an influx of women looking for treatments.
Indeed, the last two weeks have seen 52 women visit the Harley Medical Group clinic in the city.
They attended for treatment on stretch marks, The Argus reported.
Liz Dale from the clinic claimed that non-surgical treatments for issues like stretch marks are becoming more popular.
She told the paper: "The non-surgical procedures are definitely growing, things like skin peels, skin regeneration, Botox and fillers.
"There's not so much of a stigma these days so women don't mind so much going back into the office with a few pin pricks in their face."
The news source suggested that the growing acceptance of treatments meant that more women were attending clinics during their lunch break from work.
Laser treatment is becoming particularly popular as it claims to be able to cure the stretch marks that result from putting on weight and losing it repeatedly