WHO has launched a new behavioural insights toolkit to help countries better understand and address the drivers behind harmful skin‑lightening practices. The toolkit is part of a multicountry project to eliminate mercury‑containing cosmetics, which pose serious health and environmental risks. By collecting behavioural insights, countries can design more effective, context‑specific interventions to reduce demand for these products.
Skin‑lightening remains widespread globally, with the market projected to reach USD 16.4 billion by 2032. Many products contain mercury, a chemical classified by WHO as a major public health concern. Even low‑level exposure can cause neurological damage and harm fetal and early childhood development, while mercury contamination persists in soil and water, creating long‑term environmental hazards.
The toolkit aligns with global mercury elimination efforts under the Minamata Convention. Initiatives such as the Libreville Commitment of 2025 emphasize integrating behavioural approaches into strategies to end mercury‑containing skin‑lightening practices. Pilot projects in Gabon, Jamaica, and Sri Lanka between 2022 and 2026 highlighted the importance of capacity‑building, targeted tools, and stronger data analysis to guide effective interventions.
One key feature of the toolkit is user journey mapping, which helps visualize how individuals adopt and continue using skin‑lightening products. This approach identifies critical moments for intervention, shifting responses away from generic solutions toward targeted, strategic actions that reflect real‑world behavioural patterns.
Launched in Panama in February 2026, the toolkit includes mapping templates, qualitative and quantitative research instruments, ethical guidance, and practical recommendations. Drawing on evidence from studies in 43 countries and direct implementation experience, it provides a standardized yet adaptable framework for countries to design policies and interventions that protect public health and eliminate mercury‑containing cosmetics.
