Aveeno has a skin-lightening product line called Positively Radiant. The moisturizers and skin toners are marketed to promote a natural skin-bleaching experience. Aveeno’s website states that users will achieve “more flawless radiance.”
Although Aveeno products are advertised as a natural solution to skincare, their complete ingredient lists would prove otherwise. For example, one ingredient in the Positively Radiant Brightening Cleansing Wash is a topical antiseptic called Benzalkonium Chloride. Drugs.com reports that side effects of exposure to this chemical include severe allergic reactions (rash, hives, itching, difficulty breathing, tightness in the chest, swelling of the mouth, face, lips or tongue), infection, severe or persistent irritation, redness, pain, or swelling.