Despite numerous media stories telling us otherwise, it would appear that the majority of women in the UK are not influenced by celebrities when it comes to buying natural beauty products.

A survey carried out by Wahanda found four out of five females (80 per cent) say they are not persuaded by famous faces endorsing certain products and would rather listen to recommendations made by fellow consumers.

The Feel Gorgeous poll revealed that 70 per cent of women choose organic beauty products and other health and beauty items based on the strength of online reviews.

Chief executive of Wahanda Lopo Champalimaud said women want to engage with like-minded people, so are more likely to respect the views of their peers.

"This shows the power of online reviews and forums and their reputation as a trustworthy source of information. Furthermore, it gives users a feeling of belonging and wanting to share their own experiences to the benefit of others."

Meanwhile, the British Association of Aesthetic Plastic Surgeons has published statistics showing that over 90 per cent of 'cosmetic' procedures carried out by its members are non-surgical treatments, such as lasers and injectables.

With this in mind, the organisation said it agrees with the government's decision that such beauty procedures should be taxed with VAT, although it warns that including surgery such as breast reductions and children's bat-ear operations under the same umbrella term could present an ethical minefield.

Beauty expert Zara Rabinowicz believes many people are influenced by celebrities when it comes to their body image, which is why so many opt for cosmetic treatments, including going under the knife.

"In the UK the most popular procedures are rhinoplasty and breast enlargement which could potentially be linked to the sexualisation of our culture and the celebrities that are regularly pictured with implants," she argued.

"People feel under more pressure nowadays to look young and be seen as attractive- whether it's to compete in a more challenging job market or to be comparable to celebrities I couldn't say- likely both aspects play a part in its popularity."

Posted by Laura Andrews