Would you do anything to be beautiful? Some people are killing themselves in the pursuit of lighter skin and using skin bleaching products. A trend for young men to whiten their skin is emerging. But, why? It seems lately more Dancehall artists are singing about wanting to have lighter skin. There appears to be a growing trend for young men in London from Afro-Caribbean, African, Asian and mixed-race backgrounds to bleach their skin. These Londoners are going to extremes to lighten their skin, risking their health using banned toxic lotions, gulping down dangerous whitening pills and washing with caustic soap. Certain East London shops are currently facing a £20,000 fine for being caught selling toxic skin lightening cosmetics.