Towards the end of 2023, Save Face started seeing an alarming influx of patients reporting life-threatening and near-death experiences from so-called liquid BBL (Brazilian Butt Lift) and liquid breast augmentation procedures performed with the injection of large volumes of hyaluronic acid gel products. All complaints cited procedures by lay practitioners with no medical qualifications.
To better understand the landscape and the variety of practitioners performing these procedures, we surveyed our databases of healthcare professionals currently practising aesthetic medicine to ask if they offer such cosmetic interventions. Ninety-nine per cent of over 2,200 respondents said they do not provide injectable buttock or breast enhancements because of the risks involved.
We quickly realised that these procedures needed better regulation and restriction; they should only be performed by GMC-registered plastic surgeons in CQC-regulated environments; (Care Quality Commission for England).
In December 2023, we published our report on non-surgical BBL and breast augmentation patient complaints and complications alongside our survey results. Based on this evidence gathering, we launched a campaign calling on the government to take immediate action to protect the public, namely, to ban these procedures from the high street, warning that without swift action, a death could be imminent.
The campaign was launched in partnership with ITV News alongside one of the patients we had been supporting, Louise Moller and her mother Janet. Louise was admitted to the hospital after the practitioner who treated her failed to identify the severity of her complications and told her it would ‘settle in a week’. When she arrived at the hospital, Louise was told she required urgent surgery to remove an abscess and would die within the hour without intervention.
Louise’s story is not unique; unfortunately, this experience has been the same for hundreds of others. Throughout 2024, Save Face continued to receive complaints from members of the public who had complications and terrible outcomes because of these procedures. We worked with several local authorities to issue prohibition notices against lay practitioners and repeat offenders.
With the bit between our teeth, we continued to write to various civil servants and members of Parliament lobbying for the ban. Discussions were held with policymakers to reiterate the urgency. Support was gained from several ministers including Laura Trott MP whom we had worked alongside to implement the ban on under-18s getting access to botulinum toxins or dermal fillers, making it a criminal offence to administer or arrange treatment in the Botulinum Toxin and Cosmetic Fillers (Children) Act, which came into force in October 2021.
Save Face Director and lead spokesperson, Ashton Collins continued to work with the press and media to raise awareness of the risks of liquid buttock and breast enhancements and encouraged them to help lobby for change. Ashton and Save Face have appeared on over 50 media outlets including the BBC, ITV News, This Morning and several national newspapers to advocate for reform.
Sadly, in September 2024, our fears were realised when a 33-year-old mother of five, Alice Webb lost her life after undergoing a liquid BBL procedure with a non-medically qualified practitioner. Two people were arrested on suspicion of manslaughter in connection with her death and released on bail; an inquest into her death is still adjourned. In October 2024, Save Face started working with Alice’s family to support them and to ensure no other family had to endure the loss of a beloved family member. We launched a petition in her name calling for the immediate enactment of Alice’s Law, which would make it a criminal offence for anyone other than GMC-registered plastic surgeons to perform liquid BBL procedures. The petition has gained nearly 25,000 signatures. In December 2024, we had a positive meeting with the government; we are very hopeful that our pleas are now being taken seriously and will result in meaningful change to stop laypeople from offering these procedures.
To date, we have assisted over 700 individuals who have suffered horrific complications from procedures falsely advertised as ‘risk-free’. Directly involved in supporting victims, Ashton has witnessed firsthand the catastrophic impact these procedures have on every aspect of people's lives. More than 55% of the cases reported to us had sepsis, and over 40% required corrective surgery. Many were told they might not survive. In any other circumstance, those who inflict such injuries would face arrest and charges of assault, yet because this occurs within the realm of cosmetic procedures, these perpetrators operate with complete impunity. The victims of these horrendous procedures deserve justice and those responsible need to be held accountable; this is why it is so imperative that Alice’s Law is enacted. Save Face will continue to push for change.
