I’ll look into more recent numbers below, but first a full explanation of the original map:
This map shows you the geographic distribution of Google Search Volumes for Sun Tanning vs Skin Whitening (2004 – 2020)
Notice the volume vs time graph which shows two things – both searches for skin whitening and sun tanning increase in May (Summers) while the searches go down in November (Winters)
In the last 16 years, the number of searches for sun tanning has stayed about the same, but the searches for skin whitening has been on the consistent rise.
Source: Google Trends (Anytime you see a dataset on google search volumes, it should be implied that the source is Google Trends)
Now here’s the map updated to 2025:
And here are the relative numbers by country.
| Country | Sun Tanning: (1/1/04 - 2/3/25) | Skin Whitening: (1/1/04 - 2/3/25) |
|---|---|---|
| Pakistan | <1% | 100% |
| Sri Lanka | <1% | 100% |
| Nigeria | <1% | 100% |
| Bhutan | 100% | |
| Ghana | <1% | 100% |
| Philippines | 1% | 99% |
| Mauritius | 4% | 96% |
| Tonga | 100% | |
| India | 1% | 99% |
| Gambia | 100% | |
| Lesotho | 100% | |
| Eswatini | 100% | |
| Fiji | 6% | 94% |
| Guyana | 100% | |
| United Arab Emirates | 7% | 93% |
| Marshall Islands | 100% | |
| Brunei | 4% | 96% |
| Nepal | 2% | 98% |
| Bangladesh | <1% | 100% |
| Zambia | 1% | 99% |
| Maldives | 10% | 90% |
| Somalia | 100% | |
| Trinidad & Tobago | 3% | 97% |
| Qatar | 8% | 92% |
| Uganda | <1% | 100% |
| Cameroon | 100% | |
| Northern Mariana Islands | 100% | |
| Zimbabwe | 2% | 98% |
| Botswana | 3% | 97% |
| South Africa | 7% | 93% |
| Bahrain | 8% | 92% |
| Guam | 8% | 92% |
| Singapore | 12% | 88% |
| Malaysia | 2% | 98% |
| American Samoa | 100% | |
| Solomon Islands | 100% | |
| Sierra Leone | 100% | |
| Papua New Guinea | 100% | |
| Kenya | 2% | 98% |
| Ethiopia | 1% | 99% |
| Suriname | 5% | 95% |
| Malawi | 100% | |
| Myanmar (Burma) | 1% | 99% |
| Samoa | 100% | |
| Liberia | 100% | |
| Oman | 2% | 98% |
| Benin | 100% | |
| Kuwait | 10% | 90% |
| Seychelles | 100% | |
| Tanzania | 1% | 99% |
| Antigua & Barbuda | 19% | 81% |
| Jamaica | 6% | 94% |
| British Virgin Islands | 100% | |
| Namibia | 8% | 92% |
| St. Kitts & Nevis | 100% | |
| St. Vincent & Grenadines | 100% | |
| Turks & Caicos Islands | 32% | 68% |
| Sint Maarten | 100% | |
| St. Lucia | 100% | |
| Vanuatu | 100% | |
| Bahamas | 20% | 80% |
| Belize | 9% | 91% |
| Afghanistan | 4% | 96% |
| Cambodia | 3% | 97% |
| Grenada | 100% | |
| Togo | 100% | |
| Barbados | 18% | 82% |
| United States | 72% | 28% |
| Dominica | 100% | |
| South Sudan | 100% | |
| Saudi Arabia | 6% | 94% |
| Equatorial Guinea | 100% | |
| Djibouti | 100% | |
| Rwanda | 100% | |
| Curaçao | 18% | 82% |
| Cayman Islands | 36% | 64% |
| New Zealand | 28% | 72% |
| Australia | 32% | 68% |
| Guernsey | 100% | |
| Canada | 58% | 42% |
| Indonesia | 2% | 98% |
| Côte d’Ivoire | 100% | |
| United Kingdom | 54% | 46% |
| U.S. Virgin Islands | 36% | 64% |
| Jersey | 76% | 24% |
| Aruba | 60% | 40% |
| Sudan | 100% | |
| Macao | 7% | 93% |
| Timor-Leste | 100% | |
| Laos | 7% | 93% |
| Hong Kong | 14% | 86% |
| Ireland | 64% | 36% |
| Faroe Islands | 100% | |
| St. Helena | 29% | 71% |
| Mongolia | 7% | 93% |
| Libya | 4% | 96% |
| Cyprus | 33% | 67% |
| Lebanon | 43% | 57% |
| Congo - Brazzaville | 100% | |
| Niger | 100% | |
| Senegal | 100% | |
| Burkina Faso | 100% | |
| Vietnam | 3% | 97% |
| Bermuda | 45% | 55% |
| Malta | 42% | 58% |
| Bolivia | 4% | 96% |
| Gabon | 100% | |
| Burundi | 100% | |
| Isle of Man | 61% | 39% |
| Iraq | 6% | 94% |
| Gibraltar | 100% | |
| Jordan | 26% | 74% |
| Thailand | 8% | 92% |
| Egypt | 15% | 85% |
| Guinea | 100% | |
| Cape Verde | 42% | 58% |
| Iceland | 63% | 37% |
| Congo - Kinshasa | 100% | |
| Mauritania | 100% | |
| Mozambique | 100% | |
| South Korea | 9% | 91% |
| Kyrgyzstan | 100% | |
| Mali | 100% | |
| Madagascar | 20% | 80% |
| Yemen | 100% | |
| Palestine | 16% | 84% |
| Haiti | 100% | |
| Albania | 42% | 58% |
| Norway | 46% | 54% |
| Puerto Rico | 41% | 59% |
| Angola | 13% | 87% |
| Turkmenistan | 100% | |
| North Macedonia | 43% | 57% |
| Georgia | 35% | 65% |
| Kosovo | 45% | 55% |
| Netherlands | 38% | 62% |
| Sweden | 44% | 56% |
| Uzbekistan | 5% | 95% |
| Morocco | 19% | 81% |
| Estonia | 62% | 38% |
| Denmark | 53% | 47% |
| Azerbaijan | 13% | 87% |
| Taiwan | 9% | 91% |
| Tunisia | 24% | 76% |
| Greece | 61% | 39% |
| Montenegro | 81% | 19% |
| Armenia | 22% | 78% |
| Israel | 28% | 72% |
| Croatia | 71% | 29% |
| Latvia | 55% | 45% |
| Switzerland | 32% | 68% |
| Kazakhstan | 7% | 93% |
| Luxembourg | 39% | 61% |
| Panama | 33% | 67% |
| Tajikistan | 100% | |
| Syria | 26% | 74% |
| Honduras | 18% | 82% |
| China | 16% | 84% |
| Dominican Republic | 39% | 61% |
| Lithuania | 61% | 39% |
| Belgium | 45% | 55% |
| Moldova | 29% | 71% |
| Finland | 44% | 56% |
| Nicaragua | 19% | 81% |
| Cuba | 40% | 60% |
| Germany | 36% | 64% |
| Algeria | 14% | 86% |
| Russia | 11% | 89% |
| Slovenia | 54% | 46% |
| Romania | 36% | 64% |
| Serbia | 61% | 39% |
| Bulgaria | 44% | 56% |
| Belarus | 12% | 88% |
| Ecuador | 14% | 86% |
| Martinique | 100% | |
| Portugal | 47% | 53% |
| Austria | 47% | 53% |
| Bosnia & Herzegovina | 58% | 42% |
| Ukraine | 17% | 83% |
| Costa Rica | 52% | 48% |
| Türkiye | 22% | 78% |
| Iran | 17% | 83% |
| Czechia | 41% | 59% |
| Paraguay | 24% | 76% |
| Réunion | 35% | 65% |
| Japan | 8% | 92% |
| Italy | 28% | 72% |
| Hungary | 41% | 59% |
| Guatemala | 23% | 77% |
| El Salvador | 20% | 80% |
| Mexico | 31% | 69% |
| Slovakia | 50% | 50% |
| France | 35% | 65% |
| Spain | 51% | 49% |
| Brazil | 14% | 86% |
| Peru | 13% | 87% |
| Venezuela | 20% | 80% |
| Colombia | 28% | 72% |
| Poland | 36% | 64% |
| Chile | 29% | 71% |
| Argentina | 37% | 63% |
| Uruguay | 44% | 56% |
Why are some countries more interested in one over the other?
The differences in relative search interest for sun tanning versus skin whitening across countries appear to reflect deep‐rooted cultural, historical, and socioeconomic factors.
Although we can’t pinpoint a single cause for each nation’s pattern, several interrelated explanations stand out:
- Cultural Beauty Ideals:
- In many Asian, African, and South Asian countries (for example, Pakistan, Sri Lanka, Nigeria, and Ghana, where the data shows nearly 100% interest in skin whitening and almost negligible interest in tanning), fair skin has long been associated with beauty, higher social status, and sometimes even notions of purity. These ideals often have historical roots—for instance, the association of light skin with the leisure class (who did not labor outdoors) has been prominent in many parts of Asia.
- In contrast, in many Western countries (such as the United States, United Kingdom, and Canada, where the data shows a higher interest in sun tanning), a tanned appearance is often marketed as a sign of health, vitality, and affluence. In these societies, having a tan is sometimes linked to outdoor leisure and vacations, which reinforces its appeal.
- Historical and Colonial Influences:
- The legacy of colonialism in various parts of Asia and Africa has contributed to beauty standards that prize lighter skin. Colonial rulers often set a standard that equated lighter skin with power, refinement, and higher socioeconomic status.
- Conversely, in many Western countries, especially since the mid‑20th century, a sun-kissed look became fashionable as a symbol of modernity and leisure, partly in reaction to earlier eras when pale skin was preferred.
- Media, Marketing, and the Beauty Industry:
- The beauty industry in many Asian and African markets has aggressively promoted skin whitening products. Advertisements, celebrity endorsements, and cultural narratives often emphasize fair skin as a pathway to success and attractiveness.
- In Western markets, the tanning industry (including tanning salons, spray tans, and self-tanning lotions) is well established. Media and popular culture in these countries often celebrate the “healthy glow” associated with a tan.
- Local Climate and Lifestyle:
- In countries with high UV exposure and where people work outdoors, the natural skin tone might already be darker, and there may be less incentive or desire to tan further. Instead, in some of these regions, the beauty ideal might favor the contrast of lighter skin.
- In regions where the climate and lifestyle allow for leisure sun exposure (or where indoor lifestyles dominate), people might be more inclined to seek out tanning as a deliberate aesthetic choice.
- Population Demographics and Migration:
- Countries with diverse populations (like the United States and Canada) sometimes show a more balanced interest in both tanning and skin whitening. This mix can reflect the coexistence of different cultural beauty ideals among various ethnic groups within the country.
- In more homogenous societies where a single beauty ideal prevails, the search interest tends to be strongly skewed toward that ideal.
And finally you can see the latest data on Google Trends here.
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