Skin-whitening in Asia: Magic potion or poison?
20 February 2013 Last updated at 22:05 GMT
Across Asia fair skin is considered the epitome of beauty and a sign of affluence - and it's certainly something that the beauty business has been keen to capitalise on.
The skin-lightening market in Asia alone is valued at over $13bn (£8.5bn), and advertising campaigns don't just target women - but men too.
The BBC's Babita Sharma spoke to Vicki Belo, who performs skin-lightening in the Philippines, Tuey Mac, a former model and founder of MyAsianPlanet.com, and Dr Ayan Panja.