If you’re familiar with plastic surgery trends, the term “BBL” might ring a bell. However, have you come across the concept of a “face BBL”?

The Brazilian butt lift, a well-known and often debated cosmetic enhancement, has given rise to a new terminology in plastic surgery, although practitioners indicate that the procedure it denotes isn’t particularly new.

This new term is “face BBL,” a name trademarked by Dr. Benjamin Caughlin. It refers to the process of transferring fat to the face; a method that has been in practice for quite some time but is now gaining more traction in this so-called “undetectable era” of cosmetic enhancements.

According to plastic surgeons, many individuals are now opting for facial fat transfers, or “face BBLs,” as a more natural and subtle option compared to fillers, which can be overused and need regular touch-ups.

“It involves taking fat from one area of the face and using it to enhance another area,” explains Caughlin about the process. “The goal is to create contours and enhance the facial structure.”

Defining a ‘face BBL’

Similar to a typical BBL that reshapes the buttocks, a face BBL focuses on redistributing facial fat for enhanced facial contours.

Caughlin explains that with this technique, he can shape the face to look like it has more pronounced cheekbones and a defined jawline. If there isn’t enough facial fat available, he can also harvest fat from other body parts, such as the abdomen.

He notes that the cost of a face BBL averages around $15,000, not including any supplementary procedures a client might choose.

Dr. Anthony Rossi, a dermatologist and surgeon who hosts the podcast “Give Good Face: Clean Clinical Science,” mentions that fat transfers have always been a part of cosmetic enhancements, but they are now garnering more attention due to the new branding tied to the Brazilian butt lift phenomenon.

Rossi attributes the growing interest in facial fat transfers to “filler fatigue.” He explains that while injectable fillers are often used to add volume, they typically require more maintenance compared to face BBLs.

Furthermore, face BBLs offer a wider range of possibilities than fillers, which can only augment volume but not reshape or eliminate it.

For better or worse, face BBLs tend to be more permanent than fillers. The upside is they require less ongoing maintenance, but the downside is they are difficult to undo. This can pose challenges if the result of a face BBL is not as anticipated, which can unfortunately happen.

“Fat transfer carries its own risks,” warns Dr. Sean Alemi, a facial plastic and reconstructive surgeon. “It can often be unpredictable regarding how the fat behaves after being injected into the face.”

The implications of ‘face BBL’ for the future of plastic surgery

In the realm of cosmetic procedures, dermatologists note that people typically fall into two categories: those desiring a natural look that doesn’t disclose any enhancements and those seeking significant, noticeable alterations.

Recently, there has been a noticeable shift towards subtle and understated plastic surgery, a trend that creators on TikTok have labeled the “undetectable era” of cosmetic enhancement.

Doctors suggest that this trend has pushed many to seek alternatives to fillers, especially since fillers are often overused, leading to a look that many now perceive as forced and artificial—an aesthetic that is becoming less popular.

Caughlin notes that while he has been performing face BBLs for a decade, he only recently adopted this terminology. He mentions that there is significant interest from both male and female clients, with 40% of his inquiries about face BBLs coming from men.

“This is wild,” he remarks. “Gen-Z guys are really getting into it.”

Caughlin believes this is due to the influence of social media and growing acceptance of men prioritizing their appearance. He also suggests that the popularity of weight-loss medications like Ozempic has encouraged individuals to pursue a leaner and more sculpted appearance overall.

“My biggest critic often says, ‘You’re just exploiting women’s insecurities,'” Caughlin shares. “But I respond by saying, ‘I also cater to men’s insecurities,’ because that’s just the reality.”