Victoria Beckham, Heidi Montag, Pamela Anderson and Tamra Barney have all had their implants downsized or removed all together.
And the trend is catching on with everyday women, according to plastic surgeons.
Though there are “regional differences” when it comes to requested cup size, said Dr. David Hidalgo, a New York City plastic surgeon, “natural is now the look.”
Dr. Elie Levine, AOB Med Spa National Medical Director and New York City plastic surgeon agreed.
“I’ve seen a significant change in the size of breast implants that my patients request for their breast augmentation surgery,” he said. “Many women simply want to increase their bust by approximately one cup size.”
Levine said that while the most-requested cup size used to be a D or DD, now women more commonly request a B-cup or small C-cup size implants.
“Celebrities are also requesting more modest results when they undergo breast augmentation surgery,” he said.
While he wouldn't name names, Dr. Scot Glasberg, president of the American Society of Plastic Surgeons also said the celebrities he sees in his practice are opting to trade in their larger implants for smaller ones.
But what’s modest in one place may not translate to another, Hidalgo said. While women in Miami might have one idea of what looks attractive, women in the Northeast tend to have another. Glasberg agreed, saying the trend is currently most prevalent in New York and Beverly Hills. "It'll take awhile to catch on in Miami and Texas," he said, adding, however, that it "absolutely" would in time.
"Subtlety is in," Glasberg said. "Women are also taking into account the long-term effects. Since implants last longer now than they used to, they're asking 'do I really want these large breasts when I'm older?' They want to avoid another surgery, if possible."
Natural looking or not, breast augmentation remains one of the most popular plastic surgery procedures. According to the most recent data from the American Society of Plastic Surgeons, in 2013 breast augmentation was the most popular cosmetic surgical procedure, with 290,000 performed.