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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.
Korean beauty first emerged in the West in 2011 with the launch of the BB cream, marketed as a multi-tasking skincare product that serves as a foundation, moisturizer and sunscreen. [25] Korean skin care products are available and can be found in department stores, pharmacies, and special beauty retailers.
[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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An advertisement from the 1930s for Sweet Georgia Brown skin bleaching cream. Early skin whitening practices were not well-documented. [59] Skin whitening is a practice that has made its way across the entire globe with a multitude of cultures adopting the practice under various ideologies.
In 2003, Lee Jin-Wook (Korean: 이진욱) began research on BB cream. [2] To further develop his product, he reached out to Dr. Jung Sung-jae (Korean: 정성재), who was testing new treatments for patients with severe skin issues. [3] Lee asked Jung to invest in his product to bring Jung's formulations to a wider audience. [3]
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