Breast implant operations have gone up 40 per cent in the last 10 years, reports the New York Times, with almost 300,000 women boosting their breast size last year alone. According to new data from the American Society of Plastic Surgeons, breast lift and implants are booming while other procedures—like nose jobs, liposuction and lip augmentation—are on the decline. Last year, about 296,203 breast implants were performed in the U.S., nearly 40 of them on women in the Mountain and Pacific states. Meanwhile, about 21,700 operations were performed to remove the implants. Doctors performed 13.1 million cosmetic procedures overall in 2010.