Skin color has become an indicator of wealth and beauty in the Philippine context. Having a whiter skin tone is highly favored as the media prescribes as ideal. This idealization is rooted and may be traced to the Spanish colonial era of the Philippines. The preference and idealization of whiter skin may be reflected in the popularity of whitening products, such as lotions in the country. The emergence and proliferation of these products is caused by the consumers' desire for whiter skin. Therefore, this study investigates the linguistic features used in the whitening body lotion labels and the beauty ideologies that can be interpreted from these linguistic features. The research covered 17 whitening body lotion labels available in the Philippine market. From these, the reflection of Philippine ideologies was analyzed and discussed. The study was guided by the Critical Discourse Analysis framework of Fairclough (2010) in examining the labels in three dimensions (Description, Interpretation, and Explanation). The Colonial Mentality Theory of David & Okazaki (2006) was also incorporated to view the colonial mentality, specifically in the denigration of Filipino culture and body. The analysis of the corpus revealed 7 linguistic features responsible for the construction of 'better skin': positive and negative adjectives, science-related vocabularies, you and your pronouns, numerals, imperative sentences, disjunctive style, and rhetorical devices. Through these, it was deduced that the perception of whiter skin as desirable is a manifestation of racial identity rejection.