UK ministers plan to implement stricter measures on liquid butt lifts amid efforts to clamp down on the ‘wild west’ of non-surgical procedures.
Health officials are pushing to introduce legislation in 2026 that will restrict who can perform the controversial liquid BBL procedure and other non-surgical treatments amid concerns that botched practices put people’s health at risk.
Currently, there is very little regulation surrounding the procedure, allowing people without a medical background to carry it out. It’s also a lucrative industry: the procedure can cost upwards of £1,000, and it's in high demand.
As a result, Wes Streeting is reportedly working on legislation that will enhance regulation over who can carry out such procedures.
According to The Guardian, only qualified healthcare staff will be permitted to deliver ‘high-risk’ aesthetic procedures like a liquid BBL once the legislation is enacted, and they’ll need to be registered with the Care Quality Commission (CQC).
Those carrying out less severe procedures, such as Botox and fillers, will need to register with the local authorities.
Efforts to regulate the UK’s aesthetics industry come after a 33-year-old mother of five tragically died last year after undergoing a liquid BBL procedure.
So what is a liquid BBL, and is it usually considered dangerous?
What is a liquid BBL?
A liquid BBL is a cosmetic procedure that involves using dermal fillers (typically hyaluronic acid) or biostimulatory agents to enhance the shape and size of the buttocks without surgery.
Unlike the traditional Brazilian butt lift, which involves fat grafting (taking fat from other areas of the body and injecting it into the buttocks), a liquid BBL uses injectable products to achieve a similar volumising and contouring effect.
No liposuction or fat transfer is involved, so it is less invasive than surgery and typically has a faster recovery time.
The results of a liquid BBL are temporary, lasting around one to two years depending on the product used and how the body metabolises it. A traditional BBL provides more long-lasting results.
The procedure is often promoted on social media as a “risk-free” and “cheaper” alternative to surgery.
It reportedly lasts 60 minutes and is marketed online for £2,500. In contrast, the surgical alternative costs between £5,000 and £6,000 in the UK and takes roughly two hours.
Many patients travel to Turkey to have the procedure done for a more affordable price.
Can a liquid BBL cause deaths?
In late 2024, Alice Webb died after suffering from complications when she underwent a non-surgical BBL.
The BBC reported that Save Face, a national register of accredited practitioners who offer non-surgical cosmetic treatments, said Webb’s passing was the "first case of a death caused by a non-surgical BBL in the UK".
While it is not known how Webb died, the procedure carries some serious risks that could, theoretically, result in life-threatening conditions.
These include:
- Vascular occlusion: If a filler is accidentally injected into or near a blood vessel, it can block blood flow, leading to tissue necrosis (death of tissue) or, in rare cases, cause severe complications such as strokes or blindness if blood vessels around vital areas are affected.
- Infection or sepsis: Poor injection practices or inadequate sterilisation could lead to severe infections, which, if left untreated, could lead to sepsis — a life-threatening systemic infection.
Although non-surgical BBLs are authorised in the UK, Wolverhampton City Council barred a company from doing the treatment last year. It reportedly discovered risks related to Clinique Modele Aesthetics’s methods, including infections, blood clots and the possibility of tissue death.
The BBC reported that five local authorities in Glasgow and Essex have followed suit by prohibiting specific businesses from conducting liquid BBLs in their area.
Save Face's director Ashton Collins said his group had helped 500 women who experienced problems from the procedure.
Ms Collins told the BBC: “Liquid BBL procedures are a crisis waiting to happen. They are advertised on social media as ‘risk-free’, ‘cheaper’ alternatives to the surgical counterpart and that could not be further from the truth.”
Save Face criticised non-healthcare injectors who perform liquid BBLs. It said they frequently misdiagnosd abscesses and tissue necrosis as bruising and are unable to recognise and treat their clients' issues.
The Standard has approached Save Face for comment.
