We now know that as skin ages it loses more and more of its ability to reflect light. Techniques designed to “whiten” or “lighten” the skin (also known as “bleaching”) can improve the brightness of the skin. But these whitening techniques often eliminate pigments that are part of one’s ethnic identity or create a strange color mismatch with the neck or rest of the body. Unfortunately, many celebrities have gone this route in the past. Modern cosmetic skin care methods focus on improving the reflective qualities of the skin to increase skin brightness and radiance. By evening out skin tone, minimizing discoloration and blotchiness, and generally smoothing the skin, more light is reflected and the skin actually looks brighter, and more radiant. A younger, naturally beautiful look (without strange, pale, or overly white skin) is the goal. Is skin brightening for you?