Whiteners are formulated to control melanin production, and lighten freckles and age spots. Used in combination with alpha hydroxy acids, whiteners promise to clear up blemishes too.

Asian name brands, however, aren't shy about stocking the shelves with whiteners. Shiseido, for example, sells whitening products in the U.S. through their franchise chain stores that are located in heavily Asian populated areas, DuBon and Amorean sell them over their counters, and Awake, manufactured by Kose Cosmetics in Japan, sells them over the upscale department store counters and select internet stores.

There is a wide range of lightening (a.k.a. whitening products) products in the U.S. but most of these domestic whiteners contain hydroquinone, a possible carcinogen as noted by the FDA.

On the other hand, hydroquinone is banned for cosmetics usage in Asia, so the products marketed in Asia use plant based kojic acid.

Kojic acid is plant based and helps lighten skin over time. Some kojic acid derivatives are more proactive and suppress melanin production. It is only now that kojic acid is getting serious attention from cosmetic industry scientists in the U.S.

Regardless of the ingredient base, the lightening effects are gradual, with no overnight miracles.