Cinderella’s fairy godmother turned a tattered dress and a pumpkin into a shimmering gown and a lavish ride. Remember, though, there was one catch: The makeover lasted only until midnight. With his InstaBreast technique, Norman Rowe, a New York plastic surgeon, is playing fairy godmother to women temporarily seeking larger, fuller breasts, but his handiwork also lasts for only one night. In about 20 minutes, you can go from flat-chested to cleavage-proud.
Rowe’s method is remarkably simple: He designates a site at the edge of each nipple, and after the area is anesthetized, he injects about a half-liter of sterile saline solution—essentially salt water—into the patient’s breast tissue. He maneuvers the needle at various angles to different areas, expanding each breast until it reaches the desired fullness. The saline is gradually absorbed into the bloodstream, with the full effect lasting about 24 hours. (Rowe says that saline is considered perfectly safe; it’s the same stuff you would get in an IV if you were dehydrated.)
While some doctors suggest that instant breast augmentation is just a fad, it’s hard to ignore its potential (consider the hundreds of thousands of women who don’t hesitate to have volumizers injected their face). And the desire for bigger breasts is as popular as ever: According to the American Society for Aesthetic Plastic Surgery, 313,327 breast augmentations and 137,233 breast lifts were performed in the U.S. in 2013. “Women want cleavage,” Rowe says matter-of-factly. “And this is fast.”