Phillip Defranco (youtuber) covered this a couple of days ago. He said that when interviewed about the middle picture he claimed it was a bleaching cream. Then in the same interview changed his response. He then claimed it was a skin lotion that due to long exposure in the sun and the effects of the cream it had a bleaching effect on his skin.

Somone commented in the youtube comments section that regardless of if or why he's doing it on purpose, how is this any different than people tanning. I'm all for doing whatever you want with your body that doesn't hurt others.