Skin Whitening as the Notion of Beauty: the Associated Risks among Young Malaysians

As skin whitening has been widely studied in other parts of the world, the focus of this book will be on discussion and analysis of the issue of skin lightening among Malaysian women, covering practices, perceptions and also consumer-related information. Additionally, discussion on health risks related to the exposure of Malaysian consumers to heavy metal impurities contamination in their skin lightening products is also discussed. The ideology of having lighter or fairer skin as a beauty standard among Malaysian women is not something new. Countless advertisements related to skin lightening can be seen either on mainstream television channels or in social networking sites (SNS) in the country, featuring models and actresses with light and fair skin. The images portrayed in these advertisements are considered as the ideal beauty standards among Malaysian women.