Blush logo

The Ugly Truth About Skin Whitening and its Embedded Racism

Skin whitening cosmetics form a global multi-billion industry fuelling colourism. They not only include toxic chemicals but their popularity is based on the ingrained racial bias of white-aspiring beauty standards

By AVPublished 4 years ago 5 min read
2
Fairandlovely.in

When I was just 10 years old, I used the skin whitening facial cream ‘Fair and Lovely’ with the hope that I would finally be beautiful when my skin was lighter. By high school, I was convinced that boys would never like me because I was too dark. Whilst most girls were busy worrying about being too fat, I was worried about the colour of skin I was born in. What a waste of time.

Women of all ages around the world grow up being told their beauty is defined by the fairness of their skin and that this has an impact on marriage to job prospects. Skin whitening, also known as skin lightening and skin bleaching, is the practice of using products including chemicals to make your skin fairer and has been around for many decades. Unlike cosmetics which can help achieve healthier looking skin, skin whitening has been found to be extremely harmful on health and encourages racial bias. Why then, do a substantial amount of people still use these products? Their popularity and use is pressured by cultural perceptions elevating whiteness as the universal standard of beauty and personal success.

Toxic chemicals

Skin whitening creams primarily decrease melanin production and include the unsafe ingredients mercury, hydroquinone and corticosteroids. These are known to cause serious side effects such as increasing the risk of skin cancer and damage to the nervous system requiring hospitalisation. Unlike regular make-up which is properly tested and regulated, many skin whitening brands sell their products illegally at and even come without the label of ingredients. Norway has gone as far as banning products and the UK advises to avoid them at all costs describing it as a a “biological equivalent of a paint stripper” by the LGA (Local Government Association).

However, business is still booming.. The demand for whiteners is projected to reach $31.2 billion by 2024 especially in Asia, the Middle East and Africa, according to market intelligence firm Global Industry Analysts. They’re also sold prominently in countries with people of colour, with near two-thirds of dermatological products in India used for skin bleaching.

This shows the extent people go to to achieve fairer skin and how it is so desired that they’re willing to sacrifice their own lives, as well as others that they pressure. This cannot be blamed solely on the individual since it is the result of damaging cultural beliefs which still exist today.

Racism and social hierarchy

Srishti Guptaroy for BRIGHT Magazine

The stigma against darker skin in Asian and African countries appeared long before globalisation. It was strongly reinforced by colonialism, in all countries where a European power established dominance. The ruler, who stayed indoors was generally fair-skinned versus the poor who laboured outside were dark-skinned. Despite such countries now being independent, a colour social hierarchy still remains. This is not just about looking more ‘westernised’ but pale skin implies a more comfortable life outside of the sun and therefore seen as more ‘superior’.

Skin tone is based mainly on genetics. Despite this, there lies an ingrained belief that dark skin correlates with less romantic and financial success. This tends to be towards women far more than men. In India and Pakistan, when it comes to marriage it is very common for men on matrimonial sites to include necessities such as “needs to have a fair complexion” (yes, really) and rejections because the woman is “too dark”. This mindset creates an intense pressure at a young age for these women to ‘fix’ their ‘problem’ of being dark skinned in order to have a future, thus turning to skin whitening creams.

Advertising

Skin whitening brands are not those that are rogue in the black market sold just in developing countries. Ad campaigns from global leaders in skin care use the pursuit of fairer skin to sell their products in predominantly non-white countries. Unilever makes the majority of their money a year through its near monopoly of the skin lightening market alone. It owns the popular product Fair and Lovely. Whilst Fair and Lovely adverts in India used to include the protagonist achieving romantic success with fairer skin (because what more could a woman want?), they now feature fairer skin being used as a tool to become a successful pilot or business woman. In a bid to increase profits, they now offer products to lighten other parts of your body such as armpit lightening cream and even vagina lightening cream (*screams internally*).

A common tactic to avoid controversy is advertising skin whitening creams as brightness or glow creams. A Nivea ad promising ‘Visibly fairer skin’ was launched throughout West Africa, further expressing that they can restore your skin to its 'natural fairness'.

What do that even MEAN?

My personal favourite has to be Dove’s summer glow lotion being sold for ‘Normal to dark skin’

Amazon.co.uk

Yeah, I don’t know how this got through to a production line either.

Dark skin prejudice gives a clear market even for the most trusted global brands which are making money off racist ideas, who then further influence attitudes and social practice within wider society.

What can I do about this?

Make people aware of the danger of skin whitening products. Boycott brands like Fair and Lovely and call out on global brands which sell skin whitening products to women of colour. Follow campaigns such as #Unfairandlovely and take a stand on anyone that lowers your self-esteem for being too dark. Look out for your female friends and relatives that could be scrutinised about this. I could have saved myself a lot of a time had someone done the same for me.

This article is a general overview on the topic of skin whitening but there is so much which can stem off this. You can go deeper into the cultural roots skin colour dictated from Indias caste system or how this issue differs with people of colour who live in white majority countries.

Safe to say, my 10 year old skin whitening endeavours have not brought me the copious marriage prospects, career success and happiness that I was promised but I've been just fine being the skin colour that I am.

Fair and lovely, I want my money back.

skincare
2

About the Creator

AV

A whole lot of thoughts structured into blog posts

Instagram: @_instashika

Reader insights

Be the first to share your insights about this piece.

How does it work?

Add your insights

Comments

There are no comments for this story

Be the first to respond and start the conversation.

Sign in to comment

    Find us on social media

    Miscellaneous links

    • Explore
    • Contact
    • Privacy Policy
    • Terms of Use
    • Support

    © 2024 Creatd, Inc. All Rights Reserved.