By Danny Baggott @Dan_Baggie
Scroll down for the full story
Videographer / Director: Silton Buendia
Producer: Danny Baggott, Ruby Coote
Editor: Sonia Estal
Fraink White has been tampering with his skin pigmentation since he was a child in the hope of making his facial features “more prominent”.
The 28-year-old strongly maintains that lightening his skin tone has nothing to do with wanting to change race.
And now, the self-proclaimed 'social media personality’ claims that he has developed a '100 percent natural' skin lightening product that he sells to customers around the world as part of his cosmetic business.
Fraink, who resides in Las Vegas, said: “I first wanted to lighten my skin due to hyper-pigmentation when I was a child.
“I noticed there was a really big taboo behind someone doing this and so I wanted to break this taboo myself.
“I think there are people out there, obviously, that are using skin bleaching as an outlet. But I think that the majority of people who do it are doing it for minimal cosmetic reasons.”
With some of his products including the ingredients glutathione, natural alpha-arbutin and fruit and lactic acids, Fraink suggests his customers usually achieve a visibly lighter skin tone in two to three weeks without the controversial use of bleaching.
He said: “All of our products come in small batches and we get our ingredients from local suppliers and farmers. This means we can guarantee the quality control because we do not put chemicals in there.
“The formulations are very effective, I’m very proud of them. I get a lot of feedback from customers every single day about their results and it shocks me.
“Probably 80 percent of my notifications and my messages are from people who believe in me and my product.
“Every single time someone sends me their picture I’m like wow, I can’t believe it. I’m still astonished at the science.”
Alongside his business, Fraink runs a YouTube channel where he posts vlogs and answers regular questions from clients about lightening one’s skin tone.
With more than three million views and just under 20,000 subscribers, Fraink believes YouTube is an affective platform.
He said: “I thought being on YouTube would be a good way to stick out because people are going to talk about the controversy – and when they do – more of them will come to my channel.
“It’s like, what’s the difference between being mocha coffee colour or cinnamon – it doesn’t matter.
“I look better with a honey-brown shade. The shade I am now – but that’s just me.”
Fraink runs his business with the help of his husband Elijah Rodgers, who has stood by him every step of the way, supporting his choices and allowing him to follow his dream.
Elijah, 27, said: “I have known about Fraink’s skin ethics since the beginning of our relationship.
“I didn’t think it was a big deal at all because I’m from the Middle East and a lot of people lighten to make their face brighter.
“People do bring race into it – I guess for obvious reasons because of history but view points can change.
“And, you know, he has the same dreams as I do and he’s changed my life for the better.”
Fraink added: “In the Muslim community skin lightening is huge and it’s also a taboo.
“But thankfully Elijah understood, he got it. He sat right there with me. And you know, this is my calling.”