A fascination with the hind-quarters of celebrities like Beyonce and Kim Kardashian is fueling a booming market for undergarments that amplify the derriere, the Wall Street Journal reported Thursday.

For centuries, women have wriggled into girdles and other slimmers to minimize their rear ends but, as 26-year-old Montreal wedding planner Azar Jazestani comments, "It's not so hot to have a pancake a** these days."

Tara Rachel Benson, who favors the Booty Pop brand of underwear says the panties, which contain egg-shaped foam pads to plump up the posterior, are "part of the whole outfit."

On a recent night out to an album release party in Los Angeles, Benson put on her makeup, a tight-fitting Herve Leger dress, stiletto heels -- and her Booty Pop panties.

"I look better, I feel better, and as a result, I act better," says the 25-year-old assistant to a music manager.

On Booty Pop's late-night