While lightening and brightening the complexion is nothing new in the world over. Americans still get spray tanned, frequent the beach and even go to the tanning booth to achieve that all-over glow over the creamy-white look. However, what's gaining in popularity, and selling lots and lots of brightening and lightening creams, is the idea that even tone is within reach. Just walk into any Sephora and you'll find a display of skin lighteners now offered by all the major brands.
Lightening creams in Japan are marketed completely differently as Asian women are looking for milky, snow white skin tone -- it's what's considered elegant and fashionable. Bleaching the skin is not only trendy, but a normal part of their skin care regimens and skincare products containing hardcore toxin hydroquinone is how it's achieved.
Americans too, used to find hydroquinone in their lightening products, and still can find the ingredient in some products since it isn't banned here. But, now that formulations and ingredients have come so far, finally, American companies have largely given up hydroquinone in favor of equally effective natural, clinically-proven effective ingredients that, rather than bleaching holes in our skin, produce an overall even skin tones, youthful radiance, and scar reduction. None of the products available on the market are meant to bleach the skin, but instead work with individuals of all skin tones to create the desired effects.
You should also know that different creams with different formulas utilize different ingredient combinations. For example, some Japanese products target melanin production, which is actually aimed at slowing the growth and creation of color in the skin. In contrast, European and American products utilize extracts, vitamins, minerals, and various molecules for which they will not release the details. There are so many skin whitening products out there who's manufacturers are willing and able to have the integrity to be transparent, so you know what you're putting on your skin and therefore, into your body.
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