Less breast is best.

So say many of the women getting boob jobs today, who are choosing a perky B cup or a small C, like Taylor Swift, over the long-desired Ds of the Kardashian clan.

“I didn’t want my breasts to get too much attention, so I felt like a B cup was just enough,” said Arvis, 26, from Huntington Beach, Calif., who declined to share her full name.

The former A cup sent Dr. T.Y. Steven Ip, a plastic surgeon with medical practices in Beverly Hills and Newport Beach, a dozen screenshots of Gigi Hadid (about a 34C) as a ta-ta template. “Her breasts are cute; not too big or too overwhelming, but she’s still got something,” said Arvis.

McKinley, 30, also bumped her As up to Bs earlier this year with Dr. Ip. The Orange County mom, who withheld her full name, wanted to balance her pear shape without going overboard.

“I’m modest, and I didn’t want to become someone I’m not; I just wanted to enhance what I had,” she told Moneyish. “And I love them. It’s like getting your hair done, or getting your nails done – it’s something subtle that makes me feel like more of a woman.”

Breast augmentation has been the most popular cosmetic surgical procedure since 2006, according to the American Society of Plastic Surgeons, with women spending $4,000 on average (or between $8,000 and $17,000 in cities like New York) to get the perfect set. More than 290,000 breast augmentations were performed last year alone.

But while the number of boob jobs keeps rising, the requested cup sizes are shrinking. Morristown, N.J. surgeon Dr. Brian Glatt told the Today show that, “What we’re seeing mostly now is that bigger is not always better. People are looking to be more natural.”