A growing number of women across the world are using skin lighteners to lighten their naturally dark skin color. Skin lightening creams have been popular in Japan for decades where lighter skin is revered. They remain popular in Asian, Southeast Asian and African countries. The trend is rather new in the United States, where skin brightening creams have become more popular since 2011.
According to the New York Times, products in the US are called "brighteners" and are used for creating a more youthful, dewy look. Other women use these creams use them to fix skin conditions including melasma, spots caused by sun damage and acne scars.
In Asia the products are marketed as "skin lighteners" and are used to actually lighten skin.