Plump lips, à la Kylie Jenner, ruled headlines in 2016, but a new lip filler is making news this year for a different reason—it fills the fine lines that can lead to lipstick bleeding.


Doctors are seeing an uptick in patients seeking Volbella, the new hyaluronic acid filler that corrects volume loss from aging. They are also finding that this lip plumper is a more permanent solution to filling lip lines while also keeping lipstick in place.


As lip kits continue to gain popularity (MAC just launched a line) it’s no surprise that more women want to invest in treatments to keep their lip color in place. In 2016 alone, consumers visited RealSelf over 1.3 million times to research lip injections.


We spoke with top doctors to get the inside scoop on the trend. Here’s what they said:


Who’s getting it and why?

“Because Volbella is finer and softer than most other lip fillers, it’s the perfect choice for thinner lines and wrinkles around the mouth,” Dr. Joel Schlessinger, an Omaha dermatologic surgeon told us. “It can be used to treat the superficial layers of the skin without looking lumpy or bumpy. More often than not, these lines are the culprit behind lip color bleeding and feathering.”


As we age, we lose collagen in our lips, and this volume loss is what Volbella is perfect for correcting, says Dr. Michele Green, a New York dermatologist who sees about a dozen patients a week for the procedure. In addition to adding volume, Volbella “helps smooth out lip lines, which makes it easier to wear lipstick and keep it from bleeding, and it can help smooth the marionette lines around the mouth,” she says.


What makes Volbella different from other lip fillers?

Unlike other fillers, Volbella blends different molecular weights of hyaluronic acid. This modified form of hyaluronic acid allows for “softer fullness and more natural-looking plumpness than the previously available lip fillers,” says Dr. Dara Liotta, a New York facial plastic surgeon.


How much does it cost?

Price varies based on location, but patients can expect to pay roughly $675 according to RealSelf price estimates.


What are the side effects?

“The procedure, when done correctly, should have very few side effects,” says Dr. Barry Weintraub, a New York plastic surgeon.“It contains lidocaine, a numbing agent, so the injection is not painful.”


How long does it last?

“Volbella’s long-lasting results are significant,” says Dr. Schlessinger. “While previous lip fillers typically last up to six months, Volbella can last between six months and a year, which means fewer trips to the dermatologist and more satisfaction.”


“The longer duration is due to the patented Vycross technology that blends different molecular weights of hyaluronic acid,” says Dr. Liotta.


Why is this trending?

“As women age, they absolutely want to look their best, and because a treatment of Volbella takes less time than a lunch break, more patients are seeking to correct this problem area,” says Dr. Weintraub.


“My patients are raving how amazing their lips look and how great their lipstick goes on now since having Volbella injections,” says Dr. Green. “I expect this to be a very popular trend in 2017.”


Ready to contact a doctor and learn more? Find one near you.