Alice Webb, a 33-year-old beautician and mother of five, tragically died in Gloucestershire Royal Hospital after undergoing a liquid Brazilian butt lift (BBL) procedure, marking the first suspected death from this treatment in the UK.

This incident has raised significant concerns as Alice is believed to be the first British casualty from a liquid BBL.

The liquid BBL procedure involves injecting fillers, typically hyaluronic acid-based or poly-L-lactic acid, into the buttocks to enhance their shape without surgery, usually after administering local anesthesia.

Despite being marketed on social media as risk-free and cheaper alternatives, concerns have been raised about the safety of liquid BBLs, which have a history of complications reported by patients.

Dr. Dan Dhunna, a cosmetic doctor, has expressed alarm over the trivialization and promotion of such risky procedures by non-medical professionals, calling for stricter regulations in the industry.

Experts like Nora Nugent emphasize that all BBL procedures should be performed by qualified medical professionals to ensure safety and prevent the misuse of fillers.

The British Association of Aesthetic Plastic Surgeons (Baaps) has issued guidelines to mitigate risks associated with traditional BBLs, but cautions that liquid BBLs can lead to serious complications such as embolisms and remain largely unregulated in the UK.

Ashton Collins, director of Save Face, highlighted that many complications arise from procedures conducted by untrained practitioners in unsanitary conditions, with over 500 cases reported to the organization.

In connection with Alice's death, Jordan Parke, co-owner of the Studio 23 clinic where the procedure took place, has been arrested but has since been released on bail.

Luxury Medical Aesthetics, associated with the clinic, distanced themselves from the incident, stating that it is up to the government to consider necessary changes in cosmetic procedure regulations.

In light of this tragedy, the UK government is reportedly contemplating tighter regulations for the non-surgical cosmetics sector to enhance patient safety.

In a disturbing trend following Alice's death, some beauticians have begun raffling liquid Brazilian butt lifts online, promoting tickets for a chance to win a treatment valued at £1999.