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Demand for anal bleaching has risen by about a fifth in the past year as women 'feel under pressure to look like porn stars', figures suggest.

The trend was sparked after celebrities – including Sophie Kasaei, Charlotte Crosby and Kourtney Kardashian – revealed they have had the procedure.

It involves lightening the colour of the skin around the anus for cosmetic purposes, to make it more uniform with the surrounding area.

Some treatments are applied in a salon by a cosmetic technician – including laser therapy – and others are sold as cream that can be applied at home.

Anal bleaching hit the headlines when Marnie Simpson bleached Sophie's bottom on Geordie Shore back in April.