And speaking of cultural appropriation…South Asian kitchen staple ghee has become an influencer favorite, and brands are making “whitewashed versions.”

And speaking of cultural appropriation…South Asian kitchen staple ghee has become an influencer favorite, and brands are making “whitewashed versions.” Over the past few years, ghee (clarified butter traditionally used in South Asian cooking) has become buzzed about among beauty and wellness influencers, who are touting the ingredient as a skincare and weight loss wonder product. In the wake of this rising popularity, brands are creating their own versions and it’s becoming more common on American store shelves. But most of these new entries in the ghee market are not South Asian-owned, and the mainstreaming of the ingredient is erasing its cultural significance. To many, it’s “just the latest South Asian product to be co-opted,” and they’re viewing ghee marketing as “manipulative gimmicks.” YPulse’s Local / Global Citizenship report data shows that 64% of young people agree that cultural appropriation is a problem in the U.S., and recognizing the cultural roots of trends is vital for brands. (NBC)