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It also contains olive oil, rich in vitamin A and E, which removes dead skin, hydrates the skin, maintains skin elasticity, and repairs sun damages caused to the skin. It is free of parabens, mineral oil, and animal ingredients. The company also markets Organic Harvest Skin Whitening Face Wash. Also, Amaira Natural Lightening Serum is incorporated with mulberry and orchid extract, made from plant-based and natural ingredients. The use of harsh chemicals and parabens is prohibited. Another major trend governing the global skin lightening products market is an increase in the number of multi-brand speciality stores. Personal health and beauty stores have been traditionally the most preferred distribution channels for cosmetic and skincare products such as skin whitening and lightening products and anti-ageing products. However, currently, multi-brand specialty stores have emerged as one of the top retail channels for skincare products across the Asia Pacific, due to the availability of a variety of brands offering skin lightening and whitening products, ranging from mass to premium price segments. Furthermore, the increasing demand for convenience and the growing preference towards high quality and effective skincare products have pushed consumers to buy products from multi-speciality stores and departmental stores, rather than from speciality stores. Some of the multi-brand speciality stores across the region have launched their own online platforms, mobile apps, and social networking websites in order to cater to more customers in the skin lightening products market.
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