Yes; my step daughter got her degree a year and half ago; first in the family. But still trying to be whitey white. To see her pic, you'd think she's a movie star. She really doesn't need fake stuff to look beautiful.
I constantly encourage my Thai family to be proud of their heritage, mostly to no avail. No need for hair color, skin whitening; they really don't need makeup as they are naturally beautiful. TV & internet has convinced them otherwise.