One of the more bizarre products of the cosmetic surgery industry is cosmetic genital procedures for women, including restoration of the hymen to restore virginity. These are being vigorously marketed in the UK and the US. However an article in the journal Obstetrics, Gynaecology and Reproductive Medicine says that there is little evidence of the safety or psychosocial benefits of these procedures. "In the absence of clear evidence, surgeons must tread cautiously, choosing to operate only as a last resort."

They also make the controversial claim that there is little essential difference between the practice of female circumcision and some of these commercially-driven practices. "A comparison can also be made with female genital mutilation. There are clear distinctions, most notably that female genital mutilation is typically performed without adequate consent upon a minor, and has clearly established physical harms.

"However, the similarities with procedures not being performed in Western nations for cosmetic reasons have led to the suggestion that any distinction is only a Eurocentrist fallacy. There is a genuine concern that female genital cosmetic procedures are not justified on medical grounds, and are being performed without adequate evidence of either safety or psychosocial benefit." ~ Obstetrics, Gynaecology and Reproductive Medicine, Sept 9