Worldwide internet trends in the public interest related to skin whitening and bleaching creams

Abstract

Skin whitening is a practice that is used to obtain lighter skin tone and is most prevalent in Africa and Asia. Substances used for this procedure, such as hydroquinone or mercury have a variety of side effects and are banned in several countries. This study examined the popularity of internet searches for terms related to skin whitening and bleaching creams with the use of GoogleTrends (GT). GT was searched globally for the topic “skin whitening” and two terms “hydroquinone cream” and “mercury cream” throughout a 10-year period (01.09.2013–31.08.2023). The popularity of searches increased during the analyzed period. The topic “skin whitening” was most popular in Sudan, Vietnam, and Sri Lanka. The searches were higher for “hydroquinone cream” than “mercury cream” in almost all countries, besides the Philippines and Indonesia. Our study confirms that skin whitening practices are popular, especially among populations with darker skin tone. Despite potentially toxic side effects, creams with hydroquinone and mercury are increasingly searched worldwide. Education about skin whitening and the usage of bleaching substances should be implemented, especially in the regions of Africa and Asia.