What's not to love?
The MIM technique (Minimally Invasive Mastopexy), developed by the startup of the same name, promises to reshape, support and lift breast soft tissue in a much more minimally invasive manner than today's cosmetic breast surgery. They're calling their breast support kit the 'Cup&Up'.
"Today in aesthetic surgery, plastic surgeons reshape many body parts - the nose, butt, hands, tummy - most of the procedures are very intensive, risky ones, with long recovery periods, problems with scars, inconvenience. We're trying to develop a method to replace those surgical procedures with minimally invasive kits," says the MIM CEO Adi Cohen.
..."What we've done is build a silicon bra, insert it into the body and attach it to the ribs and to the fascia. It's like a normal external bra," he continues, "where a strip lies on the shoulder and attaches around the body. We attach it to the ribs instead of to the shoulder, and to the fascia in the lower part of the body."
...The procedure is minimally invasive requiring two small openings through which the device is attached to the ribs.
"It may sound scary but take a look at cosmetic and plastic surgery - that's much more invasive," said Gur. "The most prevalent procedure in the world is breast implantation. Who is the crazy woman who agreed to be the first woman to put silicon into her body? Very strange things happen within the cosmetic world and the MIM is not as crazy as it sounds; that's the end point of what I'm saying."
Cohen founded MIM in 2004 as part of the Meytav technological incubator in Kiryat Shmona. Within three years they have produced a final prototype which has undergone rigorous testing.
According to Gur, tests applied included strength, fatigue and endurance "because the device in the body will have to endure running, spinning, bike riding."