Japanese beauty brand drops the word “whitening” from its products

Originally published on Sora News by Oona McGee


Kao leads the way in eliminating the notion of “white is beautiful” in the skincare industry.

Beauty ideals differ somewhat from country to country, and here in Japan, one of the longstanding trends has been to lighten the skin, using all sorts of products from cleansers through to moisturisers and makeup.

It’s a beauty standard supported by the skincare industry, with the word “whitening” widely used to promote products, but now one leading cosmetics company is working to end this wording, citing concerns surrounding racial inequality as highlighted by the current Black Lives Matter movement.

The word often used

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