Colourism and the profit machine

Colorism, the preference for lighter skin tones within the same racial or ethnic group, remains a pervasive issue in South Asia. Unlike broader racial discrimination, colorism operates within communities, often privileging those with fairer skin while marginalizing those with darker tones. This bias is more than just a social preference; it has become a lucrative business. The beauty industry has capitalized on deep-rooted prejudices and insecurities, creating a market for products that promise fairer skin and, by extension, better life prospects.

In many parts of South Asia, fair skin is frequently associated with beauty, success, and higher social status. This perception shapes everything from personal relationships to professional opportunities, reinforcing a culture where skin color can determine one’s social and economic mobility. This societal bias has fueled a multi-billion-dollar market for skin-lightening products, including creams, lotions, and even invasive treatments, all marketed as gateways to achieving an idealized lighter complexion.

The financial success of the skin-lightening industry in South Asia is driven by aggressive marketing campaigns that exploit these cultural biases. Companies leverage the influence of celebrities and social media personalities to endorse products, often portraying lighter skin as a symbol of success, confidence, and social desirability. These narratives not only reinforce colorist ideologies but also create a cycle of dependency. Consumers, constantly bombarded with images equating fairness with happiness and success, are driven to purchase these products in pursuit of an unrealistic beauty standard.

However, the pursuit of lighter skin is not without significant risks. Many skin-lightening products contain harmful chemicals such as mercury, hydroquinone, and steroids, which can cause severe health issues, including skin damage, rashes, and even long-term conditions like skin cancer. The lack of stringent regulation and oversight in many South Asian countries exacerbates these risks, leaving consumers vulnerable to the adverse effects of these products, often without adequate information or warnings.

Beyond the physical health implications, the psychological and social impact of colorism is profound. By promoting lighter skin as the ideal, the beauty industry perpetuates harmful stereotypes that equate fair skin with superiority and darker skin with inferiority. This bias affects self-esteem and mental health, contributing to discrimination in various areas of life, from education and employment to social relationships and cultural representation. The continued promotion of these stereotypes marginalizes individuals with darker skin tones, reinforcing a social hierarchy based on skin color.

Despite the stronghold of colorism in South Asian societies, there is a growing movement to challenge and dismantle these outdated and harmful standards. Activists, social media campaigns, and everyday individuals are increasingly calling out the beauty industry for its role in perpetuating colorism.

Initiatives such as Unfair and Lovely and Dark Is Beautiful are gaining significant momentum, encouraging people to celebrate their natural skin tones and challenge the harmful beauty standards perpetuated by the industry for generations.