Shiny Hiney Bum Facial: Exfoliating Treatment For Your Bum

This new beauty treatment will leave you with flawless, radiant cheeks - and we don't mean on your face.

Blame it on the celebrity-driven trend of 'belfies,' but it seems bum facials are now a thing. (Yes, as in a facial for your bum.)

New York City esthetician Molly Lamb created the Shiny Hiney facial after a client complained to her about acne on her bum. To solve the problem, Molly came up with a new exfoliating treatment that focuses on smoothing out the skin on the bum and upper thighs.

Apparently, the demand for a flawless, radiant backside is on the rise in New York City because business is booming.

'The response is amazing!' Molly tells us. 'Women are loving the treatment and are very thankful someone is offering it... It has mostly been younger women asking for this particular service - ones that want to look good in a bikini this summer I suppose, which is why I also treat the upper thigh as well.'

Unfortunately the Shiny Hiney facial, which costs $65, is only available at the Skin By Molly spa in Brooklyn. So us Brits will have to stick to exfoliating our bums the old-fashioned, DIY way before hitting the beach this summer...

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Ali Gray is an award-winning content director and digital strategist. Most recently she was the Director of Branded Content at Hearst, and helped to bridge the gap between the editorial and commercial worlds working across all Hearst brands, including ELLE, Cosmopolitan, Esquire and Harper's Bazaar. Prior to that she worked as an editor contributing to several brands such as The Telegraph, iVillage UK.