Pigmented - Leather bag has faded spots after hydrating

[Johnny]

Hi,
The Bag originally had a water mark on it, so I did the usual steps of cleaning it and then hydrating it. But after hydrating white sections started to appear on the bag and the more I hydrated the more white spots started to appear on the bag. The first picture shows the original water marked bag the others show the white spots ... Its hard to capture the white spots on the camera though. Any ideas why this is happening and how to fix it?

Thanks
Johnny