In vogue in Asia: Skin lightening serums, lasers and apps

Companies from Japan to Israel cash in on a growing market

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Asia's skin care market grew 20% in the three years to 2017, thanks partly to a whitening boom.

TAKESHI KIHARA, Nikkei staff writer

HONG KONG -- Every year, Hong Kong resident Kristy Tang spends hundreds of dollars on skin-lightening creams, face masks, drinks and other products in pursuit of a complexion as fair as the models she sees in Japanese magazines.

"All the models featured there have very pale skin," the 23-year-old said. "I want to look like them."

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