In Search of “Healthy White:” How Whitening Products are Packaged and what that means for Global, National, and Gender Identities

This interdisciplinary study in South Korea, Japan, China, Taiwan, Hong Kong, Thailand, and India compares the origin of products—international and local—and the ways in which product labeling targets gender. I examine (1) the extents to which whitening products result from globalization and from local culture and (2) the ways in which whitening products and skincare at large reinforce traditional roles. This study concludes that whitening products (1) reflect neither globalization nor local culture and instead reflect complex and variable interactions between the two, and contemporary framing of national identity, and (2) enforce similar beauty standards on both men and women, but more heavily on women