It describes a situation in which the skin tone of non-white people – when depicted in magazine covers, advertisements, commercials, music videos, etc. – is, digitally retouched or physically modified to appear whiter. Whitewashing can also present itself in the alteration of hair texture to resemble Eurocentric beauty ideals of straight hairPassage(s) to be sourced[citation needed]. Whitewashing can be seen in the form of skin whitening, either digitally or with harmful skin bleaching products, or by chemically relaxing textured hair to make it conform to Eurocentric beauty standardsPassage(s) to be sourced[citation needed].