Boom or bust? Asian women seek breast creams for lift

But several doctors interviewed by Reuters said they doubted such creams, which are applied on the skin, can be effective.

"All doctors will tell you that if you rub phytoestrogen anywhere, it would not enlarge it," said Christopher Lam, a professor of chemical pathology at the Chinese University of Hong Kong, where breast creams are also heavily advertised.

Doctors also said that although the creams were advertised as "100 percent safe," some might have potential for serious harm.

CANCER RISK

Peter Ang, a researcher at OncoCare Cancer Centre, said that experiments had shown that phytoestrogens might be dangerous for women predisposed to certain forms of breast cancer.

"There is some cause for concern, so you don't want to add the risks," added toxicologist Tan Hock Heng from Changi General Hospital, who advises against using the creams.

Sold through distributors and in healthcare stores, these products are regulated loosely under the cosmetics category by Singapore's Health Sciences Authority.

Some bust cream manufacturers claim their products do more than enhance bust size. "It helps prevent memory loss and breast cancer," says the Web site of one bust cream sold in Singapore.

The Advertising Standards Authority of Singapore told Reuters that it was "currently reviewing" some of these claims.