This summer, the UK witnessed an unprecedented surge in the use of weight-loss injections—Ozempic, Wegovy, and Mounjaro—turning them into the season’s most talked-about accessory. What began as a medical solution for type 2 diabetes rapidly evolved into a cultural phenomenon, fueled by social media trends and the mounting pressure to look one’s best for holidays, weddings, and milestone events. The ripple effects are being felt far beyond individual waistlines, reshaping industries and sparking debates about health, beauty, and the true cost of rapid transformation.
Back in spring 2025, platforms like TikTok and Instagram exploded with ‘What I Eat On Ozempic’ vlogs and clever hacks to manage Mounjaro-induced nausea. As the holiday season arrived, feeds brimmed with tips on sneaking injection pens through customs and bending the so-called no-alcohol rule for those all-inclusive poolside cocktails. According to Metro, this was the summer when the so-called ‘skinny jab’ became, for many, a secret weapon for quick confidence boosts—regardless of whether they met the NHS criteria for a prescription.
Emily Deeley, 29, was one such user. Despite having a healthy BMI and not qualifying for a prescription, she was determined to shed weight before her Mallorca getaway. “I wouldn’t have gone on holiday with the stone and a half I had put on,” Emily told Metro. Inspired by friends’ dramatic results, she turned to Mounjaro and, within months, lost two stone. “It makes a difference—I lost two stone and felt nicer in a bikini,” she explained. But the journey wasn’t all sunshine. After three months, Emily increased her dosage from five to 7.5 milligrams, triggering a week of depression, exhaustion, and feeling perpetually cold. “I had no energy to make the bed, and was freezing all the time,” she recalled.
Emily’s experience isn’t unique. According to Google and SEMrush data cited by Metro, searches for “Mounjaro side effects” reached around 110,000 per month in the UK this summer. Despite the risks, demand soared, prompting the Advertising Standards Authority to crack down on ads that preyed on body insecurities. “All injectable forms of weight-loss medication are prescription-only medicines and can’t be advertised to the public, including as part of summer promotions or holiday offers,” a spokesperson told Metro.
The appetite for rapid results extended beyond beaches and into wedding aisles. According to BBC News, weight-loss jabs are now transforming the wedding dress industry. Seamstresses across the UK report being overwhelmed by brides losing “multiple stones within weeks” before their big day. Angie Smith, a seamstress from Wenvoe, Vale of Glamorgan, told BBC News she worked with 11 brides in 2025 who used slimming jabs. “When she came for a final fit, I didn’t recognise the lady walking up the drive,” Smith said, describing one client’s dramatic transformation. While Smith acknowledged the joy of helping brides achieve their dream look, she also described the logistical nightmare of last-minute alterations. “I had a little bit of a wobble when I could put my fist down the back of the dress,” she admitted, but ultimately managed to tailor it to fit.
This surge in rapid weight loss is forcing bridal professionals to rethink their approach. Rhiannon Brown, who has run a Cardiff bridal alterations business for over a decade, told BBC News that she now plans to charge extra for second full alterations caused by significant weight loss. “If they come for their second fitting and it’s like doing the first fitting again because they’ve lost so much weight, we’re going to have to charge for that because it’s more man hours,” Brown explained. She also warned there’s a limit to what can be done: “We can take dresses down two sizes comfortably depending on the style. But once you go over that, there’s going to be a point where we can’t alter the dress for the bride.”
For some, the pressure to look perfect on “the most documented day of their lives” is immense. Martine, a bride from Bristol, shared with BBC News that she bought her wedding dress three sizes too small, confident she’d reach her goal weight with the help of Mounjaro. “Everyone looks at you, being the bride. I wanted to look my best,” she said. Martine ultimately lost more than five stone, equivalent to 10 inches across her body. She acknowledged the strain her journey placed on her seamstress, but felt the results were worth it.
The phenomenon isn’t limited to brides. Mel, a 63-year-old from Hertfordshire, dubbed her efforts “operation belly bust” as she prepared for a summer wedding in Spain. Unable to qualify for an NHS prescription, she obtained Mounjaro through unofficial channels. “I haven’t told anyone, not even my kids,” Mel confessed to Metro. The initial days were rough—“I’ve never felt so ill, I genuinely thought I was dying”—but she persevered, driven by the desire to fit into an unforgiving satin dress. Mel’s story echoes a broader trend: some users are cycling on and off the drug for special occasions, risking yo-yo weight changes and health complications.
Doctors are sounding alarms about these patterns. Dr Martin Saweirs of 14 Harley Street told Metro he’s seen a marked increase in interest and prescriptions for weight-loss jabs this year, but warns against the temptation for quick fixes. “When you increase the dose at an unsafe rate, that’s where you hear the horror stories about people ending up in hospital,” Saweirs cautioned. He added that short-term use without a long-term strategy often leads to disappointment, as many regain the weight once they stop the medication. “You’re changing your relationship with food. I think the people who presume it’s going to be two months on and then job done, they just put the weight straight back on after they finish it.”
Despite the risks, the allure of these jabs remains strong. Siobhan Jackson, who started Mounjaro in March 2025, lost nearly four stone and described the mental transformation as just as significant as the physical. “Mounjaro stops the food noise. We’ve still got Easter eggs in the house and crisps going out of date. Now I’ll crave an apple,” she told Metro. Yet, even Siobhan experienced side effects—most notably, hair loss. She plans to continue using the medication into autumn, worried that old habits will return if she stops.
With an estimated 1.5 million people in the UK using weight-loss jabs in 2025, according to BBC News, the impact is being felt everywhere from bridal boutiques to GP clinics. Industry experts like Nikita Thorne from Guides for Brides believe the trend may be a “shorter-term thing,” as the industry adapts and couples become more aware of the long-term implications. But for now, the intersection of health, beauty, and social expectation is creating a perfect storm—one that’s changing not just bodies, but businesses and personal narratives alike.
As autumn approaches and the social media buzz fades, many who rode the wave of #MounjaroSummer are left weighing the true cost of slimming down for the season—physically, emotionally, and financially.
