Skin whiteners are still in demand, despite health concerns

Japan accounts for about 21% of skin-lightening product sales in Asia.

Story highlights

  • Globally, the demand for whiteners continues to climb, especially in Asia, the Middle East and Africa
  • The Asia-Pacific market is the most lucrative region, making up more than half of the global market

(CNN)The ridicule started at age 6.

Classmates would bully Fatima Lodhi, taunting her and other darker students with derogatory names.
    It got worse as she got older. In high school, she was nominated for the "Makeover Required" category in her high school in Islamabad, Pakistan. And in graduate school, fellow students would yell "let's paint her white" whenever she crossed their paths.
    Fatima Lodhi started an anti-colorism campaign called Dark is Divine.
    "All this was done by my light-skinned fellows, just to make me feel bad," said Lodhi, a 28-year-old early childhood educator who started the anti-colorism campaign Dark is Divine in 2013.
    The campaign conducts classes online and in schools on media literacy, confidence-building and inclusion, with the goal of