Kim K and Nicki Minaj have been fetishised for their voluptuous bums, the #belfie had its 15 minutes a few years ago, and Vetements and Levi’s just recently designed bum cleavage jeans. So I think it’s safe to say the bum, like cleavage, will never go out of style (sorry, Vogue).

Call me a buzzkill, but I believe that a firm butt can only be achieved via good genes and squatting. Squat, squat and squat some more. Or just sit down and get up again – like, a lot.

Read: Bum cleavage jeans probably have Levi Strauss turning in his grave

But what is the perfect bum and why do people want it?

Perfect might mean rounder, firmer, bigger or acne-free. It depends on the individual.

The bum industry (and beauty industry in general) seems to be moving away from invasive cosmetic procedures like the Brazilian butt lift or the less invasive hyaluronic acid bum fillers (which notes are used, mostly in the UK and Europe, to plump up the firmness of the derriere and breasts) and rather favouring preventative and advanced infusion systems.

Yet fat is still the main product used in the US, as these fillers are not FDA approved. recently reported on the no effort Nannette de Gaspé's Tush Mask making headlines in the world of bum therapy.

Images: Nannette de Gaspé

At $175 (R2300) it doesn’t come cheap and is by no means a quick fix as this is not a once-off treatment. notes that it takes about a month of constant application of the pads.  And that the biggest change in bum-appearance is not so much the volume as the tone. So this won’t give you Kim K’s derriere, but it might firm up the cheeks.

It’s described as featuring “…a soft and luxurious dry-printed techstile that helps re-shape the contours of the buttocks area while restoring firmness, suppleness and bounce for a visually more sculpted tush”

It’s 94% natural, dermatologically tested and paraben free.

How does it work?

Hyaluronic acid and collagen sink deep into the skin by means of a series of sticky inserts you wear inside your undies for about an hour at a time.

Using a technologically advanced infusion system known as Biomimetic MicroVector™ (BMV™) active ingredients are delivered to the skin – and apparently it’s very effective when it comes to improving overall firmness, bounce and skin elasticity.

Boasting 90% active ingredients the brand notes that the product will re-shape the contours of the buttocks area, allowing for a more sculpted bum.

It also has clinical trials to back up these claims:

“100% of participants felt the elasticity of their skin had improved following the 8 day intensive program.

“Results demonstrate a 9% improvement in skin elasticity and bounce to the tush following the 8-day intensive program.

“Results demonstrate more sculpted buttocks with an increase in skin elasticity and firmness following the 8-day intensive program.

“80% of participants observed firmness and improved tone following the 8-day intensive program.”

Pish posh? Seems not. More like tight tush.

Now let's do some squats as we wait for our tush mask delivery...