Fuelled by popular personalities on Instagram, YouTube and Snapchat, cosmetic surgery is pushing further into the mainstream. Huge numbers of people, predominantly young women, are choosing to alter their appearance as though it’s as simple as buying a new set of clothes. Social-media stars get free procedures in exchange for promoting certain doctors or agencies or products to their audiences. Going on the numbers alone, audiences seem to love this blatantly cacophonous advertising, following their social media stars closely, and taking out huge personal loans to get surgery and “keep up with the Kardashians.” Doctors offering the surgery are even becoming media stars themselves, and it’s redefining the meaning of doctor/patient relations. Underpinning this entire industry, is a business model of targeting women who can barely afford procedures by selling the dream of a dream of a “new you.” Social-media laps it up, and the cycle repeats. But as this investigation shows, when things go wrong, the physical and financial costs are devastating. Doctors left to pick up the pieces are warning that the booming industry is creating a dangerous legacy, and not just to the concept of beauty.