Dr Rita Rakus is known as the "London lip queen". She's a very successful cosmetic surgeon in Knightsbridge, just opposite Harrods.

She's worked for several TV shows including Plastic Fantastic, Lunch-Hour Facelift and Celebrity Fat Club.

Rakus says the trend is moving away from an overdone look to a more subtle lip, except if you're a celebrity, an American or an Italian. In which case, baboon lips are still acceptable. She says there are about 300 different fillers on the market, but the best is restylane.

Although a lot of women come in seeking Angelina Jolie lips, she tries to steer them more to the Keira Knightley look (pictured above). She estimates Keira Knightley has about 10 percent less lip volume than Angelina Jolie.