Butt Facials Latest in Beauty for the Bum

Move over vajacial. There's a new facial-for-your-nether-regions in town.

The "Shiny Hiney," as it's called, is "just like a facial, but for your bum," according to the description on the site of the spa at which it's offered. 30 minutes and $65 is all you need to get your rear in gear for swimsuit season.

Offered at the Skin by Molly Spa in Williamsburg, Brooklyn, the shiny hiney was born when a client with acne on her behind came to Molly and asked for her help. "I thought, if there's one person who wants this, there's probably others," said Molly Lamb.

The process includes a "purifying cleanser followed by macro exfoliation and then microdermabrasion with a tool from Rodan and Fields," Lamb said. It's then followed by extractions if needed, a clay mask and a herbal serum to hydrate the skin.

"Some people are shy and nervous at first," Lamb said. "But then they see they can relax in front of me. I also offer a foot rub to make it as enjoyable as possible."

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Alexis Wolfer, founder and editor-in-chief of The Beauty Bean, said she's seen "a bigger trend in talking about butts in general."

Lamb said the focus on celebrity bums -- like Jennifer Lopez and Kim Kardashian--may also be part of the appeal, as is the "buttfie," or the trend of taking booty photos and posting them online. "But as an esthetician, I'm just here to make my clients' skin as clear as possible no matter the part of the body," she said.

But that said, the butt facial isn't yet a trend, according to Wolfer. Many places offer back facials, though and "I imagine a lot go below the belt," she said.

If you're not in New York, your butt's not out of luck. Hawaiian Experience Spa in Scottsdale, Arizona offers the Beachbum Buttocks Facial for $59. In Chicago, $90 will get you the "Sweet Cheeks" facial at Tiffani Kim Institute, which includes cleansing and exfoliating under steam, a series of hydrating and firming masks and a "cool refreshing mist."

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