Beauty and the Value of “White”: In traditional and modern Chinese aesthetics, fair skin is often considered a primary standard of beauty. There is a famous idiom,
一白遮三丑 (yī bái zhē sān chǒu), which translates to “a white complexion can hide three flaws.” This cultural preference is the opposite of the tanning culture popular in many Western countries. Consequently, the term 漂白 is commonly used in the vast cosmetics and skincare industry for products that lighten skin tone (though the more commercial term is
美白 měibái, “to beautify and whiten”). This reflects a deep-seated cultural value where “white” is associated with purity, refinement, and even higher social status.