This brightening is big news. The first newly approved brightening active ingredient in ten years in Japan. The release of WHITE SHOT MILK. POLA has advanced to the next stage of brightening. POLA discovered a new brightening active ingredient: PCE-DP. And from that discovery, the idea of Energy Brightening was born. It explosively enhances the energy of epidermal cells. Awaken your latent brightening power, all to create radiant skin bestowed with luster and clarity. Go beyond conventional thinking, continuously update the very concept of brightening for all women, and for you. This mission is in every drop of WHITE SHOT.