Lightening to feel good

Bleaching of the front and back pubic areas for both men and women is trending worldwide.

Dr Novikova says although it is not necessary, people who have it done feel more attractive.

“Vaginal bleaching or lightening hyperpigmented skin in the genital area is certainly not necessary. Many women feel self-conscious, lose their confidence and develop mental issues because of darkened skin in the genital area,” Novikova says.

“Women want to look and feel good about themselves. The reasons for these treatments are purely cosmetic,” she says.

She explains that lightening can be performed with laser (suitable for people of lighter skin tone) or cosmoceutical peel and creams. A course of antibiotics is also prescribed.

Prices depend on the condition of the patient. Several treatments, over three to six months, cost between R2,000 to R5,000.