In India, fairness products were once the craze, but the changing environment has forced consumers to think differently. For example, they now seek to prevent or repair the negative effects of pollution. In fact, research has shown pollution can cause age spots and other hyperpig­mentation in skin,¹ so this shift is both complementary to and a natural progression of skin lightening.

The anti-pollution wave is driving the Rs 5,500 crore (US $86.​41 million) skin care market in India. This may come as no surprise since Asia-Pacific (APAC) regions have highest levels of air contamin­ation. Some of the most polluted cities in the world include: New Delhi, Mumbai and Bangalore in India; Karachi in Pakistan; and Shanghai and Beijing in China.

According to Mintel, the APAC region registered a 40% rise in the number of beauty and personal care products carrying an anti-pollution claim between 2011 and 2013. This accounted for 22% and 27%, respectively, of the world’s cosmetics with anti-pollution claims.² Specifically, the number of anti-pollution soap and bath products in the region grew by 63% between 2011 and 2013. Anti-pollution hair products rose 61%, while skin care increased 46% over the same period.

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