Brits have always been renowned for their ‘British stiff upper lip’ however the phrase has recently taken on a new meaning thanks to increasing numbers of British men turning to cosmetic surgery for their lips.

The thinning of the lips is a common problem for men as they age as collagen production decreases over time. To counter this problem men are looking for lip fillers to help their lips remain plump and full.

According to the Harley Medical Group, male lip enhancement procedures are up 17 percent year-on-year. The procedure is becoming so popular that it is now commonly known as ‘The Cameron’ after the UK’s Prime Minister David Cameron who suffers from a thin upper lip.

To achieve a plumper looking lip, fillers are injected in a series of small injections on either side of the lips. The whole procedure takes around half an hour to perform and gives immediate results. The fillers must be topped up every few months as their effects diminishes over time.