“…‘Vaginal rejuvenation’, ‘revirgination’, ‘designer vaginoplasty’ and ‘G‐spot amplification’ are among the types of surgeries promoted, and encompass surgical alteration, usually reduction, of the size of the labia minora and/or labia majora by excision, partial removal of vaginal mucosa and surgical ‘tightening’ of the upper vagina and/or perineal muscles 8 . Clitoral hood reduction and cosmetic clitoridectomy have also been described 9 . Although in the UK a substantial number of these procedures are undertaken in the private sector, ∼2000 labial reduction operations were performed by the National Health Service in 2010, representing a five‐fold increase in a 10‐year period 4,10 …”