Breast reduction in a bottle New creams made by Ultimo bra entrepreneur claim to shrink cup size in just 8 WEEKS
Michelle Mone's Boobs Minus will be on sale in Boots for just 39.50
17:43 GMT, 11 July 2012
Shrink me: Ultimo's new Boobs Minus cream claims to lift, firm, reshape and shrink breasts
She has made millions helping women enhance their cleavage with her Ultimo bra range.
Now entrepreneur Michelle Mone wants to cash in on those feeling the burden of a bigger bosom.
The 40-year-old is launching a new USculpt range of creams which claim to offer the first 'breast reduction in a bottle'.
The product, entitled Boobs Minus, will cost 39.50 for 150ml and will be on sale in Boots.
Its launch comes at a time when British women’s breast size is rapidly increasing – in the fifties the average cup size was a B, but now it’s risen to a C.
In the past three years, the number of D-cups and above sold by Marks & Spencer has doubled, accounting for a quarter of all bra sales.
The biggest strapped bra on the market comes in a size 48N, created by Rigby & Peller, the Queen’s underwear retailer.
Model's own: Miss Mone modelling Ultimo in 2010
Last year 5,291 breast reductions
were performed in the UK – an increase of 6.2 per cent on 2010 – and it
is estimated hundreds more women opted to have the procedure abroad.
Speaking to MailOnline, Miss
Mone said: 'I'm so excited about the new USculpt product range.
'We have been developing this for three years and spent 1million in order to get to our launch today.
'I wanted to put Boobs Minus to the test myself and have seen incredible results.
'I used it twice a day for just four weeks and I’m amazed to say I’ve dropped half a cup size already!
'I've spoken to many women in my career about their boobs and many have said they want to tone and firm them without going under the knife.
'I'm so pleased to give them another option with Boobs Minus and I'm sure other women will achieve great results as well.'
She added: 'I always listen to the needs of my customers, and many
women I have spoken to would love to reduce their bust size.
reduction is a major operation and I believe this [cream] is a great
'When I was
developing the product I gave samples to friends to try and the results
have been incredible with reports of a dramatic one-cup size decrease
after using it over an eight-week period.'
She added that product had taken over three years to develop and an investment of 1 million pounds.
There will also be a Boobs Plus cream that claims to enhance the bust and is designed to plump, lift and firm the breasts, and a B.L.T. product which targets the bottom, legs and tummy.
Miss Mone claims that the Boobs- product contains 'firming ingredients' such as extracts of rainforest fruits such as Acai, Cupuau, and Maracuja, to minimise the signs of ageing.
But the main ingredient is Wild Indigo, a herb which switches the cells that activate the breakdown of fat in the body.
The cream also features Golden
Chamomile which is a flavonoid – a type of anti-oxidant which tests
suggest helps inhibit the storage of fat and boosts breakdown of fat
But the company was unable to provide any figures showing if consumers have found the product effective.
It has been a difficult year for Miss
Mone, who has split from Michael, her husband of 20 years. He left her
for her former colleague and designer Samantha Bunn at Christmas.
last month it was revealed she had put her heartbreak behind her and
found love again. She is now dating Dubai-based financier Karl French.
The whole gang: Ultimo's three-piece range of firming creams for breasts, bums, legs and tums
Ultimate intimates: Argentinian actress Luisana Lopilato models Ultimo's 2012 line