“Ozempic Vagina” and the Rise of Labia Puffing

Cosmetic fillers are no longer just for cheekbones and lips — increasingly, they’re being used on the vulva. The procedure, known as labia puffing, involves injecting fillers such as hyaluronic acid or fat into the labia majora (the outer lips of the vulva) to restore volume and smoothness.

While labia puffing has existed since the mid-2000s, it has recently re-entered the spotlight under a new name: “Ozempic vagina.” Women taking weight-loss drugs like Ozempic, Wegovy, and Mounjaro have reported changes in the appearance of their vulvas due to rapid fat loss, leading some to seek cosmetic procedures to address sagging or deflation.

Why do women choose labia puffing?

According to Dr. Shazia Malik, consultant obstetrician and gynaecologist at The Portland Hospital, the most common motivations include:

• Ageing: natural loss of tissue elasticity.

• Childbirth: changes to tissue structure.

• Weight loss: particularly rapid weight loss linked to medications like Ozempic.

For some, these changes create discomfort — physical (chafing) or psychological (self-consciousness during intimacy). Others pursue the procedure in response to wider pressures around body image.

Aesthetic clinics often market the procedure as restoring a “youthful” appearance, reflecting a familiar cultural narrative: women are expected to look ageless, even in intimate areas.

Societal pressures and stigma

Research highlights how early these insecurities begin. A University of Melbourne study found that girls as young as 13 worry about how their vulvas look, despite the fact that there is no single normal when it comes to vulval appearance.

As Dr. Malik stresses:

“There is no ‘perfect’ or ‘ideal’ appearance for genitalia. Most concerns about vaginal appearance stem from societal pressures and misinformation, not actual medical problems.”

This matters. Social media, pornography, and cultural silence around genital diversity all reinforce narrow ideas of what a vulva should look like. Labia puffing — like other genital cosmetic surgeries — can both respond to and perpetuate these expectations.

Risks and benefits

Labia puffing is considered less invasive than surgery such as labiaplasty. It’s typically carried out under local anaesthetic and has a shorter recovery time.

Reported benefits include:

• Restored volume and symmetry.

• Increased confidence in intimate situations.

• Reduced discomfort from chafing.

But the risks shouldn’t be overlooked:

• Swelling, bruising, and irritation at the injection site.

• Uneven results or asymmetry.

• Filler migration or lump formation.

• Rare but serious risks, such as infection.

Choosing a reputable practitioner is crucial. Overfilling or poorly administered procedures can lead to unnatural results or complications.

Beyond the trend

While demand is growing, some UK surgeons report a 20% rise in enquiries, not all women seek labia puffing for vanity. Cosmetic surgeon Gerard Lambe told Metro that many patients pursue it to feel more comfortable in their own bodies, particularly after childbirth or menopause.

Still, the bigger question remains: why are women so often pushed towards surgical or cosmetic “solutions” to changes that are natural, healthy, and normal?

Labia puffing, like any cosmetic procedure, is a personal choice. For some, it can genuinely improve comfort and confidence. For others, it’s a reminder of the relentless pressures placed on women to look a certain way, even in the most private parts of their bodies.

Whatever the motivation, one truth stands: every vulva is unique, and there is no standard to live up to.