Liverpool has been named the botulinum toxin capital of the world, according to new research.

A new study presented at a meeting of the British Association of Aesthetic Plastic Surgeons (BAAPS) revealed that four out of five worldwide Google searches for non-invasive Botox procedures are now made from the UK.

Of searches made in Britain, the north of the country beat the south, with Leeds, Manchester, and Newcastle revealed as the cities where  interest in non-surgical cosmetics is growing the most.

In the south, however, internet searches for cosmetic treatments are more likely to be surgical in nature, with breast augmentations, rhinoplasties and abdominoplasties coming out on top, the data revealed.

Rise in demand

Internet searches for botulinum toxin treatments (specifically Botox) rose by 31% between 2011 and 2016 according to the study, while searches for lip filler procedures rose by 78% over the same period.

The study presented at BAAPS also showed that non-surgical injectable cosmetics are becoming mainstream, with one expert warning that the search in demand meant that many could be seeking treatments from practitioners who are not properly qualified.

‘There are significant dangers in going away from board-certified or qualified cosmetic outcomes’, warned Dr Ryan Sugrue, a plastic surgeon at Cork University Hospital, who carried out the research.

‘Traditionally the US has been the gold standard for interest in cosmetic procedures, but there has been a transatlantic shift to the UK’.