New research has found that those who looked at ‘designer vaginas’ were more more likely to consider them ‘normal’ and ‘ideal’ when later comparing them to unaltered genitalia.

Airbrushing and waxing are two of the main reasons why women are becoming unhappy with their appearance, the researchers say.

Many also don’t realise how much appearances can vary, they add.

The number of labiaplasties performed by the NHS has risen five-fold since 2001, according to the study’s Australian authors.

The surgery involves reducing the size of a woman’s labia minora to make them more symmetrical and smaller than the labia majora.