While the body positivity movement continues to grow – think un-touched lingerie campaigns and brands that categorise their sizes using words like fabulous and stunning – the pressure to look better, or even perfect refuses to wane entirely.
Enter, a ridiculous new type of boob job that promises to get rid of that teeny, tiny pocket of flesh between your bra strap and your armpit.
Something you'd probably never even considered a problem before, clinics all over the country are offering a cosmetic procedure that removes the 'unsightly' flap of skin from your upper arm and are even hailing it as a "revolutionary" treatment.
Called SulpSure, the method uses a laser light to heat underlying fat cells, which then leak into the patient's lymphatics.
The fat particles are then processed in the liver and excreted from the body as waste.
"As women, we are constantly striving to look better," Dr Galyna Selezneva based at the Dr Rita Rakus clinic in Knightsbridge, London told The Sun .
"To lose weight and get rid of that awkward little pocket of fat which despite spending many hours in the gym, just won't budge, ruining the perfect fit of our clothes."
Witnessing a rise in these types of operations at her clinic, Dr Selezneva also reports an increase in requests for treatments done on other body parts such as elbows, knees, ankles and the armpits.
Yet another ridiculous and unattainable body standard for women to adhere to, it's important to highlight that a perfectly natural pocket of fat between your armpits does not mean you are doomed to a lifetime of long-sleeved shirts.
Instead embrace your so-called 'bingo boobs' or 'bra bulge' as a very real, very normal part of being a woman.
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