It is safe to say that many women—me included—struggle with body image, with some struggling deeper than others. This stems from societal beauty standards, widely perpetuated today through social media. We are constantly bombarded by images and ads showcasing a specific idea of beauty: perky breasts, slim waistlines, fair skin, and a curvaceous derrière.
But don’t just take my word for it; a quick search for “female cartoon characters” reveals a staggering uniformity in design, with each character conforming to this beauty standard. The constant bombardment of images celebrating curvaceous figures has solidified the notion that a larger rear end is a coveted asset, perpetuating a beauty standard that equates physical attractiveness with sexual appeal.
The allure of curves
For centuries, societies across the continent have celebrated women with big butts, and this cultural appreciation for fuller figures is rooted in historical and traditional values, where a woman’s body shape is seen as a symbol of fertility and childbearing abilities, prosperity and good health, beauty and attractiveness, cultural identity and heritage.
The fascination with big butts is a timeless phenomenon that has captivated men for ages. The tragic story of Sarah Baartman, a young South African woman who was sold, trafficked, and put in freak shows because of her big butt, will be told for many years as proof of this fascination with big butts.
To date, the obsession is obvious in the choice of women who are featured in music videos, the popularity of songs about big butts, and the faces of many ad campaigns. Whether it’s the sway of a woman’s hips or the confidence that comes with embracing one’s curves, the big butt is an enduring emblem of beauty and desire.
This preference for big butts has since resulted in a quest to find effective means to get the perfect butt. Whether it’s pills, exercise techniques, or medical procedures, a lot of women are willing to do what it takes to get the preferred aesthetics, which has led to the rise of the Brazilian Butt Lift (BBL) era.
Prosperity in the BBL era
At its core, the BBL is a process that involves extracting excess fat from specific areas of the body—typically the abdomen, thighs, and flanks—through liposuction. This fat is then meticulously processed to eliminate impurities, preparing it for reinjection. The purified fat is strategically injected into the buttocks to enhance volume and achieve a desirable lift. This technique not only augments the size of the buttocks but also refines the overall silhouette, accentuating the waist and thighs to sculpt an hourglass figure.
BBL has taken the world by storm, fuelled by media portrayals of women with voluptuous figures. This has become a recognised standard, as it’s clear that a voluptuous backside often correlates with increased online attention, engagement, and popularity. The Influencer Marketing Hub’s list of highest-paid influencers for 2024 features six women in the top ten, including four who have openly admitted to getting a BBL done.
According to 7NEWS, a 35-year-old Instagram model with over three million followers earned a whopping $2 million by posting photos of her butt on the social media platform. Many more Instagram models are getting plastic surgery and BBL done and making money from it—a great return on investment if you ask me.
Nigerians are not left out of the cosmetic surgery trend. Over the past decade, social media platforms like Instagram, TikTok, and Snapchat have played a significant role in popularising BBLs locally. Nigerian celebrities and influencers frequently flaunt their curves and share their BBL experiences, inspiring many individuals to consider this transformative procedure.
As a result, the cosmetic surgery industry is witnessing a significant increase in activity, recognition, and revenue generation in Nigeria, with more people, particularly women, opting for various procedures, including body shape reconstruction, breast lift and augmentation, labiaplasty, and gluteal augmentation.
However, data shows that liposuction and BBL are the most sought-after surgical procedures in Lagos and Abuja, where most surgery clinics are located. These procedures typically cost around ₦2.08 million on average.
What are the risks?
As the demand for BBLs surges, more African surgeons are honing their skills, leading to a growing number of skilled surgeons on the continent offering this procedure. This growth has made BBLs more accessible to people seeking top-notch care closer to home. It has also raised concerns about unqualified surgeons performing this life-threatening procedure on women.
These procedures are often performed in small clinics by doctors with limited training. While they might be legally allowed to advertise themselves as “board certified” physicians, their expertise in plastic surgery is often minimal, having sometimes been acquired through a single weekend course. This lack of proper training has led to tragic consequences.
In 2018, a young lady named Nne lost her life after undergoing the procedure at a Lagos-based plastic surgery outfit called Med Contour, where the operating doctor, Dr Anu, decided to perform this life-threatening surgery without a certified surgeon present. Five years later, 23-year-old Destiny Benjamin was reported dead four days after the same surgery at Cynosure Aesthetic Plastic Surgery, Lagos. She apparently experienced difficulty in breathing. A 36-year-old woman identified as Abiola met the same tragic fate after a failed BBL surgery at another Lagos hospital in August 2024.
The alarming number of deaths and complications associated with BBL surgery has raised awareness about the risks involved. While some individuals may still pursue the procedure despite the dangers, the increasing reports of fatalities and harm may indeed curb the demand for BBL surgery. Many people may reconsider their decision or opt for alternative, safer options like exercising.
Will the BBL era ever end?
While it’s difficult to predict with certainty, some believe the popularity of the BBL trend is waning, paving the way for a resurgence of the thinness ideal. This shift is evident in the growing buccal fat removal and Ozempic trends, which both have their side effects.
As this new beauty standard emerges, the BBL era may eventually come to an end. However, the BBL will likely retain a dedicated following as it always has, even if it’s no longer the dominant trend.
