It's a kind of messed up fact of life, but there are tons of cultures that equate whiteness with being attractive.
I don't know how the idea of "white is right" originated, but what I do know is that idea is reinforced in marketing. Just take a look at this infamous overseas L'Oreal ad that features Beyonce with a particularly Celine Dion-looking complexion.
People are keener on picking up whenever they're being fed the idea that because something's whitewashed, it automatically makes it "prettier" somehow.
It was formerly called the "hot" filter, before it was changed to "spark" once people started complaining that the filter was insinuating that making someone hotter just means making them lighter skinned.
It's one of the most popular free apps right now on Apple's App Store.
The filter even makes already white people even whiter, a side-effect that the developer chalks up to "training set bias," which means that in developing what's "hot," the app used too many images of lighter-skinned models and not enough dark ones.
Anyone who's used the sparkly flower garland filter on Snapchat is all too familiar with getting their skin brightened beyond recognition.