Light Face

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Flawlessly milky skin has always been a desired trait. In Asia, cosmetics that help clear up the skin has come to be labeled as whiteners and are indispensable daily skin regimen.

Whiteners are formulated to control melanin production, and lighten freckles and age spots. Used in combination with alpha hydroxy acids, whiteners promise to clear up blemishes too.
M ost U.S. and European cosmetics companies have their own whitening formulations that were sold in Asia in the 90s. The only thing that kept the products from crossing the Pacific was politically incorrect products named whiteners. But these products have quietly been sold in the U.S. too.

Asian name brands, however, were never shy about stocking the shelves with whiteners. Shiseido, for example, have been selling whitening products in the U.S. through their franchise chain stores that are located in heavily Asian populated areas, DuBon, Amorean and Awake, have all been selling them over their store counters and select e-stores.

There is a wide range of lightening (a.k.a. whitening products) products in the U.S. but most of these domestic whiteners contain hydroquinone, a possible carcinogen as noted by the FDA.

Hydroquinone is banned for cosmetics usage in Asia, so the products marketed in Asia use plant based kojic acid instead.

Kojic acid is plant based and helps lighten skin over time. Some kojic acid derivatives are more proactive and suppress melanin production. It is only now that kojic acid is getting serious attention from cosmetic industry scientists in the U.S.

Regardless of the ingredient base, the lightening effects are gradual.