Find out how to get a bottom (nearly) as good as Kylie's
If you would rather hide your bottom with strategically-placed towels at the swimming baths or on holiday than show it off, then you're certainly not alone.
Although J-Lo and Beyonce may have made curves trendy again, many women feel insecure about their derriere thanks to its size, shape or general wobbliness.
But don't resign yourself to a life full of sarongs and control pants just yet because there are some things you can do to tone up that rear.
As exercise guru Sebastian Kelly points out in his book on fitness, the bottom is made up of just three muscles; the gluteus maximus, medius and minimus.
He explained that making it smaller could just be a case of working on these muscles for a short time each day to reawaken them.
"These create the shape, but not the size of our rear ends. It is the tone of these muscles and the fatty tissue around them that gives us the bottoms we have," he commented.
Luckily though, because the muscles in this area are large, they respond well to exercise, so any toning or extra cardio you do should reap fast results.
A simple exercise suggested by Sebastian involves standing behind a chair and holding on to its back. Then, lift one leg as high as you can without arching your back and lower it again.
Repeat this eight or so times and then try it again with the other leg.
You could also do 20 squats and lunges each day on top of taking the stairs and clenching your derriere whilst you wait for the bus (don't worry, nobody will know!).
For those who are able to, cycling is also great exercise for the bottom and just 15 minutes a day will create excellent results.
To give you an extra bottom boost, you could also try the toning trainers that are hitting the shops at the moment. MBT, Reebok and Skechers all make them and whilst the jury's still out on exactly how effective they are, the need to balance as you walk will surely work a few more muscles than normal footwear.