Britons are applying computerised techniques to their holiday photographs to make themselves appear attractive, and then posting them online, say reports.
Thousands are said to be turning to the airbrushing act to improve their appearances in snaps taken during trips, and uploading them on websites like Facebook.
These changes include whitening teeth, slimming stomachs, and enhancing breasts.
High Street shop chain Snappy Snaps said that they had noticed a 550 per cent rise in the area.
"Everyone wants to look their best. It's not just celebrities who can enjoy the benefits of the airbrush," the Sun quoted a spokesman as saying.