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Whitewashing in beauty is a phenomenon in the intersection of the fashion industry, digital photography, mass media, marketing and advertising. It describes a situation in which the skin tone of non-white women – when depicted in magazine covers, advertisements, commercials, music videos, etc. – is, digitally retouched or physically modified to appear whiter. Whitewashing can also present itself in the alteration of hair texture to resemble Eurocentric beauty ideals of straight hair. Whitewashing can be seen in the form of skin whitening, either digitally or with harmful skin bleaching products, or by chemically relaxing textured hair to make it conform to Eurocentric beauty standards. Additionally, plastic surgery can be used to alter features to make them appear more European, such as double eyelid surgery.
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