KAO Removes the Word ‘Whitening’ from all products via Global Cosmetics News
18 May 2021
THE WHAT?
Japanese beauty brand Kao has removed words such as ‘whitening’ and ‘lightening’ from its product as a result of the Black Lives Matter movement.
THE DETAILS
Said to be the first Japanese company to drop the word ‘bihaku’ – translated as ‘beautiful white’, the company has instead started using the word brightening.
Removing the word from all new products as of this month, the brand states that it would be eliminated from all products in several years.
Published by Louise Prance-Miles on April 1, 2021
Follow us on Linkedin!