PROMOTION It's only natural Big is a thing of the past when it comes to breast augmentation. Women are now looking for a far more natural look A lthough 'boob jobs' are still one of the most popular cosmetic procedures in the UK - 7732 were recorded in 2016* - what women now want to achieve has changed dramatically, according to consultant plastic surgeon Mr Hyder Ridha. 'While demand for cosmetic breast surgery has remained consistent over the past few decades, there certainly have been major changes in the desired size and look achieved,' he explains. 'No longer is it a case of bigger is best! 'IT'S WHAT I CALL THE "HAS SHE/HASN'T SHE?" EFFECT. WOMEN WANT TO KEEP PEOPLE GUESSING ABOUT WHETHER THEY'VE HAD SURGERY NOT'