From celebs sporting them to pretty much all of us searching social media for the term, one thing is clear: The popularity of fuller lips has surpassed “fad” levels and is now a full-blown thing.

So it may be rather surprising that a recent study says this look is a preference that is rather new.

In a research letter published in JAMA Facial Plastic Surgery yesterday, a group of doctors are reporting that the preference for fuller lips is “relatively recent…a multifactorial aesthetic driven by changing demographics of both consumers and beauty archetypes (eg, fashion models and celebrities), the relatively low cost and safe use of numerous injectable filler agents, and the dicta of the fashion industry.”