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The South Korean girl group Girls' Generation collaborated with Dior in 2011 to promote their skin lightening cream, targeted consumers influenced by the Korean Wave and potentially increasing their presence in the East Asian cosmetics markets. [4] Bihaku products are highly popular among mature women.
Skin whitening, also known as skin lightening and skin bleaching, is the practice of using chemical substances in an attempt to lighten the skin or provide an even skin color by reducing the melanin concentration in the skin. Several chemicals have been shown to be effective in skin whitening, while some have proven to be toxic or have ...
The Japanese perceptions of excessively whitening their skin was changed by two events. The first one was the Food and Drugs Standards Law in 1900, forbidding the use of lead -based makeup. [ 22 ] The second was more information about the dangers of lead poisoning, contributing to anxieties of maintaining skin health. [ 22 ]
The skin-whitening properties of the cream as sold in the Asian market are an important element in its popularity. [ 5 ] The cream is promoted as a multi-tasker and all-in-one treatment, but Korean women mostly use it as an alternative to foundation, particularly those with Western formulations that tend to be too heavy for their tastes.
The preference for fair skin has similarity made fair skin a desirable quality for South Asian men. For instance, skin whitening products have been established as a marker of masculinity and deemed as a desirable beauty standard for men in West Nepal.
[4] [5] A big focus of Korean skincare is skin lightening, [6] which is why many Korean cosmetic products have brightening properties. Skin brightening is not the same as skin bleaching, also known as skin whitening, which is a reduction of melanin in the skin. Instead, skin lightening is focused on treating hyperpigmentation.
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