Instead of mascara and eyeliner, some women are turning to a surgical procedure to put a literal sparkle in the eye.
For just $3,000, a small platinum heart can be embedded in your eye.
The procedure uses safe-tight jewelry and is only being performed in New York at this time.
It has yet to be approved by the FDA and the American Academy of Ophthalmology is warning consumers about the dangers of the surgery.
In this case, beauty truly is in the eye of the beholder.