Every year at this time, new whitening / brightening products get beautifully displayed on beauty counters. Japanese skin whitening products are continuously evolving, adjusting to women’s new needs and technological prowess brings more efficacy.
So where are we this year in term of approaches to skin whitening and what new innovations can we find on the market?
This year’s keywords for skin whitening products are “24 hours” and “multi-functional”. Recent skin whitening products have been slowly shifting towards a more global skincare. From the same whitening line-up, lotion, serum and moisturizer are to be layered and used all year long as regular skincare products, instead of just being used at a specific time of the year for a limited period of time as a curring solution. This year, whitening products are even more diversified, multifunctional and targeted so that they can be used throughout the day in different situations, for 24 hours.
Skin lightening products with advanced and multi-functions
Cosme Decorte Whitelogist Bright Express
40mL, ¥15000, launched on Feb 16, 2017
This medicated and renewed serum’s main active ingredient Kojic acid and the brand’s original technology “Bright Equalizer” (Complex of Japanese honeysuckle extract, saffron extract, common mallow extract, wild thyme extract, and glycerin) attack and pulverize the melanin clusters, melanocore, source of age spots. So now this new Whitelogist not only acts on existing spots but also on the future spots that make the skin tone uneven. The result is a bright and clear skin. Since 2004, Whitelogist kept on evolving to reach each time a lighter and clearer skin.
Cle de Peau Beauté Sérum Concentré éclaircissant
40mL 15,000 yen, launched on Feb. 21, 2017
This serum works on limiting the melanin production to prevent spots using various approaches and promotes skin turnover to discharge existing melanins.
Contains Illuminating Complex EX, a special combination of moisturizing and retexturizing ingredients that normalizes communication within skin based on Intuitive Skin Theory* and works to reduce the appearance of damage caused by environmental stress. Formulated with the intensive brightening ingredient, 4MSK（Potassium 4-methoxysalicylate)
These processes allow to brighten the overall complexion and bring a diamond-like radiance to the face from deep inside. In addition, caring agents deeply moisturize and fortify the skin and help smoothen the surface for an even brighter result.
Multi-functional and targeted skin whitening cosmetics
Shiseido White Lucent On Makeup Spots Correcting Serum
SPF25, PA+++, 4g, ¥4200, launched on Feb. 1, 2017
A new medicated whitening concealer to join the White Lucent line-up renewed last year. This concealer has the particularity to hide spots during the day on top of makeup, but also to lighten the skin thanks to the Sakura Resist Technology, signature of the line-up, and Spots Erasing Technology promoting a smooth melanin excretion. This product allows to target sharper the spots, any time during the day.
Skin lightening cosmetics with UV protection
Shiseido White Lucent All Day Brightener N
SPF50, PA++++, 50g, ¥6000, launched on Feb 1, 2017
A medicated daytime brightening moisturizer, again from Shiseido White Lucent line-up, to nourish, brighten, and protect against the sun, all in one product. Shiseido’s own technology Enhanced Timed Delivery Bright Technology+ allows delivering the brightening actives gradually to the skin all day.
In addition to the skin brightening products, UV cares are also multi-functional.
SK-II Atmosphere airy light UV emulsion
SPF30, PA+++, 30g, ¥7500, launched on March 5, 2017
This newly launched sun care not only protects the skin from the UV, but also from the pollution and infrared, included in the sunlight which is found to be harmful to the skin and cause ageing.
In addition to the brand’s signature ingredient pitera, this sunscreen includes other natural caring ingredients such as Opuntia Cactus extract, and Niacinamide.
Used along with one of the SK-II star products and whitening serum Genoptics Aura Essence, 24/7 protection, aging and whitening care are now possible.
Source: SK-II website
Latest Japanese skin brightening cosmetics are at the same time either deeply moisturizing (thus anti-aging) or preventing futures spots, by protecting the skin from the UVs or working directly on the cause of the spots. They are multifunctional through one unique product (Cosme Decorte or Cle de Peau), or through the whole line (SK-II). They are holistic to be used on the whole face or very targeted.
But then maybe soon, whitening line-up would disappear and instead, all skincare products will have a whitening function!