A Tradition Of Snow-White Skin

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Throughout history, a woman’s social status in Japan has been measured by the clarity of her complexion. The Japanese obsession with ultra-white skin stems from traditional aesthetics. Women of privilege were the only ones who could attain white, flawless skin because of a leisurely lifestyle that required little or no outdoor labor. If a Japanese woman wanted to be seen as a member of high society, she would paint her face white to create the illusion of unsullied skin.

Today, white is still associated with purity and beauty in Japan, but a bright white face is no longer an indicator of social status. Technologically advanced whitening products are now used to achieve impeccable skin tone and as an anti-aging method. One of our favorites: Hormeta Active Intense Whitening Serum.

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