Imagine if you could obtain a cleavage as ample as that of a Victoria’s Secret model without going under the knife or stuffing your bra with off-putting chicken fillets. Imagine if all it took to swell from diminutive Kate Moss mounds to generous Scarlett Johansson curves was an injection. Well, the “boob job in a jab” is now a reality, thanks to one of the latest body-contouring treatments to arrive in the UK.

Created by Q-Med, the Swedish company behind the popular wrinkle-eraser Restylane, Macrolane was initially launched in Europe as a correctional filler for body indentations. It wasn’t until it was used in Japan 3½ years ago that it really found its niche, offering a nation of comparatively flat-chested women the chance to increase their breast size without surgery, scarring or hospital downtime. So far, about 30,000 Japanese women have chosen Macrolane to boost their assets.

The procedure sounds straightforward enough. It takes about 45 minutes and involves a tiny incision being made in the crease under each breast, so that a gel filler made of hyaluronic acid can be pumped in through a flexible knitting needle-sized canula. There is no general anaesthetic and you don’t need to take time off work to recover afterwards. Macrolane was launched in the UK in January, and carries the European CE mark of approval.

It’s unsurprising that Macrolane already has several aesthetic doctors’ white coats flapping in excitement. Such a treatment is sure to be a boon for surgery-shy women who want bigger boobs, but have been too scared to go under the knife. Dr Mike Comins of Hans Place Practice in Knightsbridge, one of 34 UK clinics already using Macrolane for breasts, thinks it could spell the end of the boob job. “The implant look is so last decade,” he says. “The vogue now is to have a subtle change and, unlike silicone, with its limited shapes, you can tailor Macrolane to suit your needs.”

Practitioners also claim that it’s safer than implants, as the gel is made of stabilised, nonanimal hyaluronic acid, a substance that occurs naturally in the body. A year or so after the jab, the gel breaks down – something that appeals to women who prefer to take a more natural approach to beauty.

Sadie Nayor, a 35-year-old marketing consultant, is already a fan. “I went for it as I live a healthy, organic lifestyle and am careful about what goes into my body,” she explains. “As it’s biodegradable, I can top it up or naturally go back to how I used to be.”

However, at £2,800 a session and £1,400 for top-ups, Macrolane is a costly venture compared with implants, which cost about £4,000 but last up to 15 years.

“It’s a lot to pay for something that will disappear in a year,” says Dr Patrick Bowler, the medical director of Court House Clinics. “And it’s by no means a viable alternative to breast implants. You’d have to pump a hell of a lot in to see a significant difference in size.”

However, if you’re after subtle enhancement, Macrolane could be the solution. It can be used to plump up saggy boobs that have drooped through age or breast-feeding, and offers a non-surgical solution for recovering cancer patients who want to restore volume and shape following a lumpectomy or mastectomy. Macrolane could also be the answer for younger women who are self-conscious because their breasts did not develop properly during puberty or are not symmetrical.

Not convinced? Dr Rajiv Grover, a leading Harley Street consultant plastic surgeon, who plans to offer a choice of either Macrolane or implants to his clients, is well placed to weigh up the new breast booster. “Macrolane is not a breast enlarger,” he says. “Think of it as a breast shaper. The average volume of Macrolane used in each breast is 80ml-100ml, while for traditional implants, it is 200ml-300ml. These smaller volumes are equivalent to the change seen when wearing a gel bra.”

That may not be impressive enough for those seeking centrefold proportions, but anybody who has tried a gel bra will know that even a little extra goes a long way.

Cost depends on the area treated. A breast-shaping Macrolane treatment costs about £2,800, and a top-up treatment in a year’s time about £1,400. To find a reputable clinic, visitwww.macrolaneuk.com or call 0800 068 3299