Beauty whitewash is a phenomenon in the intersection of fashion industry, digital photography, mass media, marketing and advertising. It describes a situation when the skin tone of black or Latina women (less often of men) – when depicted in magazine covers, advertisements, commercials, music videos, etc. – is digitally retouched to appear whiter. Beauty whitewash is therefore criticized for distorting the perception of reality, exuding a twisted sense of beauty and, not lastly, having a bad influence on young girls.