Doctor Dilshaad Asmal says the trend is causing irreversible skin damage, organ complications and heightened risk for cancer.

Dr Asmal has called for the re-evaluation of beauty standards as well as awareness campaigns.

"What I think is happening is that to be fair is considered to be beautiful and that is not only in the Indian culture, In the Asian culture and it is in the African culture, to be fair gives you a status in attractiveness.

Now you can use appropriate skin care products and I think your dermatologist is well qualified to help you find the products you need. We can use products with vitamin C, retinol and alpha and beta hydroxide acids.'

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