Push-up bras, adhesive tape and strategic contouring were once the go-to tricks for boosting cleavage before a first date.
But now, across New York and Florida, women are lining up for a procedure that inflates the breasts by up to three cup sizes in just 15 minutes.
Dubbed the 'lunch hour boob job,' this quick, knifeless fix, has become all the rage.
It takes just 15 minutes to perform and has no downtime, with patients rushing off afterward to candle-lit dinners, bars, clubs, photoshoots, weddings and even high-profile red-carpet events.
But it is not cheap, costing about $3,000 to $5,000 compared to about $7,000 for breast implants.
And the biggest catch? It only lasts for 24 hours.
The procedure, also known as 'Instabreasts,' is not FDA approved, and can be painful.
There are horror warnings of bruising, acute pain and injury caused by the sudden and drastic inflation.
Stylist Amanda Sanders got the saline injections at 41 years old before a romantic trip to the Caribbean to enhance her 'very shallow C cup'. She is seen during a TV appearance earlier this month
Sanders, seen in 2013 before the procedure, said: 'It was worth it... as an image consultant, I have to look the part and be the part.'
And if a patient already has an implant, it could make it explode in their chest.
But for many bosom-conscious women, the reward outweighs the risk.
'I get women who are going on first dates, a lot of people will come in before a photo shoot, a lot of influencers come in,' Dr. Norman Rowe, who pioneered the procedure a more than a decade ago, told the Daily Mail.
'You'll get the bride coming in, too, you know, the morning of the wedding or the night before. You get the mother of the bride coming in. You get all types of women who just want to get a quick, larger breast,' he added.
Dr. Rowe says he's dished out more than 1,000 of the quickie augmentations.
'We had women lining up here [at my Manhattan clinic] on a Friday afternoon, sometimes 20-deep, just waiting to get the injection,' Rowe says.
Among them is Amanda Sanders, a mother-of-two, who went to Rowe at age 41 before a romantic trip to the Caribbean. She wanted to enhance her 'very shallow C cup.'
'It was worth it,' she told the New York Times.
'I could wear halter tops and a string bikini and feel really sexy. I’m in the business of vanity. As an image consultant, I have to look the part and be the part.'
In another case, OnlyFans model Kayla Kaden revealed she had received the injections from a separate surgeon after paying $7,500 for ten rounds.
'[My surgeon] did the injection and it worked - I was shocked.
'They looked much bigger. The injections take you from your normal size to three to five times your natural size.
'With the implants, you can feel a ball inside your chest. But with the water, it’s like a waterbed - you don’t even notice it’s in there,' she said.
She said her breasts were at their larger size for about 12 hours before they deflated back to their original size.
Kaden said the injections made her breasts appear 'much bigger' and as though they were a waterbed
At Rowe's clinic, appointments do not last longer than an hour with the injections themselves taking just 15 to 20 minutes.
For the procedure, a needle is inserted into the underside of the breast and the saline is injected into the milk ducts. Normally, women receive about 1.5 cups into each breast.
The fluid is similar to the saltwater that makes up much of the body, meaning it is gradually absorbed.
There are no limits on how often women can get the injections, although those that seek them repeatedly are normally recommended implants.
Dr Bob Basu, plastic surgeon and President of the American Society of Plastic Surgeons, will not perform the procedure.
He told the Daily Mail that the risks are serious - and should be properly considered.
'While sterile saline is a physiologic solution, injecting large volumes directly into breast tissue for temporary enlargement is not without risk,' Basu said.
'Rapid expansion of breast tissue can significantly increase tissue pressure and may result in pain, swelling, bruising, infection or fluid collections (known as seromas) that require drainage.
'In rare cases, excessive pressure could potentially compromise blood flow to skin or nipple.'
He added that 'it is also important for patients to understand that this type of short-term saline expansion does not replicate how an implant or fat transfer behaves, and may not accurately predict long-term surgical results.'
Dr Gregory Greco, a plastic surgeon in New York and New Jersey, said there is also a risk of bleeding because the breast has a lot of blood vessels. He also said the fluid gets absorbed from breasts into the body at different speeds making them appear asymmetrical.
'Ultimately, this is not an FDA cleared procedure, which... means that this procedure may not be safe and effective for its intended use,' Greco added.
Rowe has been offering the procedure for 12 to 15 years.
When asked about the price, he compared it to other experiences.
'I just went out for dinner - had a glass of wine last night with my mother-in-law, a steak and a side of mashed potatoes - it was $150 a person,' he said.
'Yes, I could have gone to McDonald's and got a [BigMac] or whatever for $5 - it’s probably not even $5 anymore. But, I think, and most of my patients agree, you get what you pay for.'
He said the 'lunch hour boob job' nickname is spot on.
'Yes, I mean, it is a boob job, or a breast augmentation,' he told the Daily Mail.
Rowe is among surgeons now working on a separate formula for injections into the breasts that would last five to seven days in what he hopes could be dubbed the 'vacation breast' procedure.