The author suggests that unfavourable post-surgical complications and patient satisfaction are outcomes which are often unmet following more invasive procedures, demonstrated by an increase in demand into non-surgical procedures to correct labial hypertrophy, which is inconsistently defined by a limited body of literature concerning what defines an aesthetically normal appearance. There is interesting discussion surrounding the aetiology of labial hypertrophy, which is not definitive, with some literature proposing that it is hormone-related, whilst others have argued a possible link to chronic lymphoedema, as well as myelodyplastic diseases. A detailed discussion is presented concerning the motivating factors for women seeking this intimate procedure, which are acknowledged as functional, as well as aesthetic. The author references a reported 20% increase in the number of procedures available to treat labial hypertrophy, which serve to correct functional problems and improve the aesthetic appearance of labia minora, acknowledging that in spite of legitimate individual motives to pursue treatment, a corresponding rise in associated complications following procedures has naturally raised concern regarding the ethical and medical consequences. A very interesting account which explores some poignant considerations relating to this procedure.