Now, Indians want lip and genital lightening

White skin craze reaches just reached a new high. A new feminine fairness wash that promises to bleach the privates of troubled women, has already sparked fair amounts of liberal outrage.

The new feminine fairness wash that promises to bleach the privates of troubled women, has already sparked fair amounts of liberal outrage. Sadly, the much-denounced ad only highlights the country’s out-of-control obsession with light skin. Cosmetologists in the city report that key body parts people ask to lighten are the genitals, bikini lines and underarms.

Botox

“Earlier, requests used to be for areas like the knees, feet, elbows and the back of the neck. But now, I get maximum requests for underarms and bikini lines. People see ads by actors endorsing products that promise to lighten these parts, so they come to us for surgical Photoshop,” says Dr Rashmi Shetty.

Dr Abhijit Desai of Evolve Spa is vociferous in his criticism of such procedures. “It’s sad that this craze has intensified because celebrities promote these insecurities. There is no medical evidence to support the fact that these treatments work. Only quacks will make these promises.”

Shetty, who invested in a laser therapy that was meant to achieve a lighter skin tone, adds, “I used it for about a year-and-a-half, but wasn’t happy with the results. These procedures don’t work.”