The persisting popularity of low-rise jeans and midriff tops has lead to an enormous increase in the number of requests for umbilicoplasty, or bellybutton revision surgery, in the past few years. Most of the patients who undergo an umbilicoplasty are women (over 92% of the total in 2003), but men also use the procedure to sculpt a more aesthetically pleasing bellybutton. Umbilicoplasty can be performed at the same time as a tummy tuck or other cosmetic procedure, and is sometimes done in conjunction with hernia repair.

Umbilicoplasty can turn almost any shape or size of bellybutton into almost any other shape/size, and in many cases, umbilicoplasty patients are attempting to create a more youthful looking bellybutton, hoping that their umbilicoplasty will correct the bellybutton they were born with, or one that has changed due to weight gain/loss, or pregnancy. In most umbilicoplasty cases, the patient wants to correct a protruding bellybutton, or turn their "outtie" into an "innie". Desired umbilicoplasty results are usually a vertical bellybutton or one that is T-shaped, with a tiny flap of skin overhanging the belly button.

An umbilicoplasty usually requires only local anesthesia if it is the only procedure being performed. In some cases, an umbilicoplasty patient may receive a sedative via an intravenous drip. Surgeons can perform an umbilicoplasty in their offices or in a surgical center, and the entire process takes between 30 and 90 minutes from start to finish. The surgeon performing the umbilicoplasty hides the scar inside of the navel, there is little if any swelling, bruising or discomfort, and umbilicoplasty results are immediately visible. Patients may return to work or other daily activities the same day as their umbilicoplasty and the sutures are usually dissolvable, eliminating the need to return to the doctor to have stitches removed. Most umbilicoplasty results will be permanent, barring pregnancy or significant weight gain following the surgery.

Patients who have umbilicoplasty make what may seems like a very minor change to most people, but this small change can create a greater sense of poise and pride in appearance. In a society that has become admittedly obsessed with midriff baring styles, an umbilicoplasty gives patients confidence in their appearance and allows them to enjoy a full range of fashions without feeling self-conscious. Umbilicoplasty is safe, quick, inexpensive, and provides immediate results with a very low risk for complications or side effects.