Women are adopting skin‐lightening practices worldwide in an attempt to enhance their skin tone. The reasons and beliefs behind such practices vary from culture to culture. Scarce data are available for this phenomenon among Saudi women. We carried out this study to determine the practices, reasons, and correlates of skin‐lightening practices among women in the northern region of Saudi Arabia.

Using nonprobability convenient sampling, an analytical cross‐sectional study was carried out among women attending two multispecialty hospitals in the Al‐Jouf region. A prevalidated, self‐administered questionnaire containing 35 items about demographic characteristics, skin‐lightening practices, knowledge of skin‐lightening products (SLPs), reasons, and perceptions about lighter skin tone was used to collect data.

Among 605 sampled women, usage of skin‐lightening practices was found in 382 participants (63.1%). All participants had relatively lighter skin. Skin type and education affected skin‐lightening practices significantly (P values = 0.002 and 0.012, respectively). The prevalent reason for using SLPs was cosmetic (66%). One‐third of users faced side effects from these products. The SLP users believed that lighter skin tone plays a role in self‐esteem, perception of beauty, social class, marriage, and employment opportunities (P values < 0.01) as compared to nonusers. Media was found to influence the use of SLPs (P values < 0.001).

Skin‐lightening practices are prevalent among Saudi women. Such practices are reinforced by a belief that fairer skin is associated with beauty, self‐esteem, and financial and social advantages. A public health educational campaign is needed to decrease the usage of SLPs.