With summer well on its way belly button surgery (umbilicoplasties) is the hottest trend in cosmetic surgery currently. According to the American Society for Aesthetic Plastic Surgery (ASAPS) in excess of 8,000 belly button procedures were performed between 2002 and 2005. The exact figures however are not known since some umbilicoplasties are performed during a tummy tuck and are not recorded.  The most popular belly button requests according to the ASAPS were to turn belly buttons that protruded outwards inwards, that is, turn outies into innies.

Umbilicoplasty surgery costs range from $2000 to $5000, and can last from between thirty minutes to an hour and a half.