Japanese people strive to achieve a lighter complexion due to cultural preference for white skin. This involves a unique skin care routine which includes cleansing, toning, moisturizing and applying sunscreen. Sun protection is essential and diet and nutrition play a role in keeping skin healthy. Natural remedies such as rice bran and honey-lemon juice can help lighten the complexion, while treatments like microdermabrasion or chemical peels can be used to even out tone and texture. There are also products specifically designed for whitening available in Japan. Charles R Tokoyama, CEO of Japan Insiders, suggests that Japanese women take skincare seriously by following their daily routines with traditional methods as well as modern techniques.