Hugh Hefner’s current wifey recently had her breast implants removed, saying they ‘poisoned her.’ She says she’ll never get implants again. But she’s in the minority as implants continue to be one of the most popular cosmetic procedures globally, with 297,297 breast augmentations taking place in America in 2015, according to the International Society of Plastic Surgeons.

If you factor in all the other breast related surgeries as well, from uplifts, to reconstructions, the number of operations rises to 627,165.

Bigger busts are in demand, and this has led to large profits in an industry that generally requires cash up front (elective surgeries are rarely covered by insurance). And cosmetic surgery is an incredibly lucrative business, making an estimated $20 billion a year — predicted to rise to $27 billion by 2019.

This has inspired a number of innovators to create new and interesting products to cater to demand — and to boost their profits.

Here are seven of the most interesting companies to have on your radar.

B-Lite Implant

B-Lite’s tagline is the “world’s lightest breast implant”, and they’re up to 30% lighter than others on the market. The reason this is important is beacuse of the average longevity of the implant — extra weight often causes implants to sag, and this lighter version extends their life. For the uninitiated, breast implants are considered temporary augmentations and they need to be changed every 10-15 years.

“Implants replace lost volume but also act as a dead weight further increasing gravitational pull on the breast tissue,” says Charles Weatherstone G&G Biotechnology Marketing Director for B-Lite. Another reason people might want B-Lite is when they have a mastectomy. “A lightweight breast implant has significant benefits in the situation because it reduces the stress on already compromised tissue,” he says. They’re being used in Europe and The Middle East but have yet to get FDA approval.