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In 2023, the government initiated a consultation process aimed at reforming the cosmetic surgery sector, responding to long-standing demands for tighter controls. These calls have intensified following disturbing accounts of cosmetic treatments being performed in unconventional and unsafe locations such as Airbnbs, hotel rooms, garden sheds, and even public restrooms by so-called “cosmetic cowboys.” Reports have emerged of patients suffering severe complications, enduring pain, and permanent scarring after receiving procedures from unqualified operators.
Tragic cases have highlighted the risks involved. In 2024, Alice Webb, a mother of five from Gloucestershire, died just hours after undergoing a liquid Brazilian butt lift (BBL). Another victim, Sasha Dean from Bedfordshire, was left comatose after a liquid BBL treatment partly conducted in a private residence, which led to her developing sepsis. She recounted her ordeal to BBC News: “Very quickly it turned into a complete nightmare. I had a heart attack, one of my lungs had collapsed, my kidneys were failing. My body was just completely shutting down.” The BBL procedure itself is a non-surgical treatment involving the injection of dermal fillers into the buttocks to modify their shape or size.
The government’s proposed regulations include several key restrictions. Firstly, dermal fillers injected into areas other than the face, such as liquid BBLs, will now be legally classed as cosmetic surgical procedures, meaning only qualified doctors will be permitted to perform them. Secondly, certain high-risk non-surgical treatments—such as deep chemical peels, vampire facials, dermal micro-coring, and specific laser procedures—will be limited to trained doctors, dentists, and a selection of nurses, midwives, and pharmacists. Lastly, cosmetic surgery and these risky treatments will be prohibited for individuals under 18 years old; prior restrictions already ban lip fillers and Botox treatments on children’s faces.
Health Minister Karin Smyth emphasized the government’s commitment by stating, “We want to drive cosmetic cowboys out of the market and raise standards across the board, giving reputable businesses a fair chance to thrive by helping people identify safe, qualified providers they can trust.” While the British Beauty Council praised the government for addressing the issue decisively, the Royal College of Surgeons of England’s Keith Allison described the consultation as “long overdue,” cautioning that the proposed measures do not go far enough. He warned against potential loopholes, noting, “A doctor should not be able to carry out cosmetic surgery simply because they hold a medical license.” Public, professional, and industry feedback on the draft rules will be sought before parliamentary consideration expected in spring 2027. Meanwhile, England is already moving forward with a licensing scheme for Botox clinics, and Scotland has introduced legislation requiring cosmetic procedures to be performed in registered settings by qualified healthcare professionals, with non-surgical treatments banned for minors. Wales and Northern Ireland currently lack specific regulations governing cosmetic procedures
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