The government has unveiled plans to tighten regulation on non-surgical cosmetic treatments in England, targeting unqualified practitioners offering high-risk procedures like Brazilian butt lifts (BBLs). Under the proposals, only trained healthcare professionals will be permitted to perform such invasive treatments, and a licensing system will be introduced for clinics offering injectables like Botox and dermal fillers.

This move follows increasing concerns over unsafe practices within the booming cosmetic industry, which currently operates with limited oversight. Procedures marketed as ‘non-surgical’, such as liquid BBLs, still carry serious risks, including permanent injury and even death. The case of Alice Webb, who died in 2024 after undergoing one of these treatments, has brought further urgency to calls for reform.

The new rules will introduce age restrictions to protect under-18s from being influenced by harmful beauty trends on social media. Clinics will also need to meet strict safety, insurance, and training standards to obtain licences, though the full implementation of these measures could take years, pending public consultation and parliamentary approval.

Health Minister Karin Smyth condemned the “Wild West” culture within the sector, stating the reforms aim to safeguard the public and support responsible practitioners. Industry bodies, including Save Face and the JCCP, have backed the proposals, calling them vital for public safety.