The idea of growing old gracefully - wrinkles and all - seems anathema to a growing number of Britons. The cosmetic procedures industry is booming. It has undergone an estimated five-fold increase in turnover in a decade. At any period that would be astounding growth - in the teeth of a recession it is all the more astonishing. In particular, there has been a surge in non-surgical treatments, such as dermal fillers and Botox. An independent review has revealed a shocking lack of regulation over these 'injectables', and it called for a range of measures to protect patients. So who is having a "bit of work" done? "Our average patient is aged 35-55," said Pat Dunnion, chief operating officer with Transform. "People want to look good - you pay to go to the gym, so why not pay to improve your looks? The treatments are more accessible and affordable than ever." Transform is the UK's biggest cosmetic surgery provider, with 24 clinics and two hospitals. It has a turnover of nearly £40m and has seen its non-surgical procedures double in just four years.
