Looks the obsession with the fair skin isn't just limited to India. A Bangkok clinic is making headlines as it is successfully drawing at least 100 enthusiastic men a month to its penis whitening service.
The Lelux Hospital, famous for its body whitening expertise in Thailand, began offering the unconventional treatment six months ago after a male customer complained of "dark parts" on his groin.
"These days a lot of people are asking about it. We get around 100 clients a month, three to four clients a day," Bunthita Wattanasiri, a manager for the Skin and Laser department at Lelux Hospital told AFP.
The procedure, which uses laser whitening, raised several eyebrows after the hospital posted pictures of a man undergoing the treatment on social media.
"We have to be careful because it's a sensitive part of the body," Bunthita said, adding most clients were aged between 22 and 55-years-old with many from Thailand's LGBTQ community.
The whitening service costs around $650 for five sessions.
"I think it's a good market to enter so we offer the ultimate body treatment to our clients, either men and women," Bunthita said.
Naturally, social media users had something to say...
(With AFP inputs)