Certainly there are those women who desire "a trim" based on their idea of what's attractive, even when reassured that their labia are perfectly normal. I have had a few patients who were so self-conscious about the appearance of their labia that they avoided sexual intimacy altogether.
Labiaplasty is an outpatient procedure that can be performed by a gynecologist or plastic surgeon. Most women are sore for a couple of weeks and develop an affinity for boxer shorts. Bike riding and sex are generally out of the question for about a month. Most women who have this procedure are highly motivated and say that the end result was worth it.