In a society where skin tone often dictates one’s worth, some women turn to bleaching as a response to colourism and the pressure to meet unrealistic beauty standards.
Growing up in Nigeria, I was acutely aware of how skin tone shaped perception and of the stark contrast in how people described those with different skin tones. Light-skinned individuals were often affectionately referred to as “Oyinbo“—a term typically reserved for Caucasians. Meanwhile, darker-skinned individuals were sometimes likened to “Dudu Osun,” a popular black African soap, in a way that was often less flattering.
Even as a child, I quickly picked up on the subtle yet pervasive message: lighter skin is “better”, often seen as the standard of beauty, success, and social prestige. Now, as a grown woman, I am more aware of how one’s skin tone often dictates one’s experience and opportunities. It’s present in how people give compliments, the direction of admiration and how the media and society upholds a singular ideal.
We live in a world rich with diverse skin tones, yet, within this diversity lies a persistent shadow — colourism. It’s an insidious prejudice that favours light skin tones over darker ones, creating an assumed hierarchy of worth rooted in complexion.
This has led to a culture where people, particularly women, feel the pressure to bleach, altering their appearance to fit a beauty standard that has constant demands.
Understanding colourism
Colourism isn’t a new phenomenon. It has its roots in colonialism, slavery, and imperialism, where light-skinned individuals were often afforded privileges and advantages over their dark-skinned counterparts. It has woven itself into the fabric of our societies, influencing beauty standards, social hierarchies, and even career opportunities.
It’s present in media representations, where lighter-skinned individuals are often portrayed as the ideal, reinforcing the notion that beauty is synonymous with a certain shade. Dark-skinned women in various industries, especially the beauty industry, often face significant challenges. They vary from limited access to makeup products that cater to their skin tones, discriminatory hiring practices, and unequal pay when they do secure jobs. Many have spoken out about these experiences, shedding light on the systemic barriers and biases they encounter.
As a result, many women have internalised the notion that people with light skin are more desirable, beautiful, and even competent. This pressure can manifest in the desire to lighten their skin through bleaching.
The desire to bleach
The weight of colourism can be crushing for dark-skinned women. Conforming to the set standards become a matter of survival or they risk marginalisation. It is hardly ever a simple matter of choice or question of willpower. Many may feel that bleaching will help them fit in, boost their confidence and desirability, and enhance their career prospects.
Skin bleaching is a lucrative industry. In Nigeria alone, a striking 77% of women use skin-whitening products, the highest rate in Africa. This was revealed in a report by the British Broadcasting Corporation (BBC).
Consequently, a vast array of products such as creams, lotions, and soaps promising a lighter complexion floods the beauty market. Heathline explains that these products often contain harsh chemicals, such as hydroquinone, mercury, and steroids. These ingredients can have severe health consequences, including skin damage, discolouration, and even organ damage.
BBC’s documentary titled, “Concerns overpopularity of skin bleaching creams in Nigeria,” exposed several illegal practices associated with bleaching. From manufacturers using banned ingredients, to the sale of banned bleaching products and its use on children. The documentary also highlighted several repercussions of bleaching. They ranged from body rashes to hyperpigmentation and even first-degree burns and permanent kidney problems.
Despite these risks, many individuals continue to use these products. This is driven by the desire to conform to societal beauty standards and gain social and economic advantages.
Breaking the cycle of colourism and bleaching
The effect of colourism and bleaching on women is profound. The constant pursuit of an unattainable ideal can erode self-esteem and cause women to doubt their own beauty.
Breaking free from the cycle of colourism and bleaching requires a multifaceted approach. To combat the insidious and long-practiced act, we need to challenge the narrow beauty standards that perpetuate colourism. We can achieve this through various means, including:
Education and awareness: Raising awareness about the dangers of skin bleaching and the importance of self-acceptance can help individuals make informed choices about their skin care.
Media representation: While there has been improvement in media representation, with movies like Black Panther and models like Anok Yai in the modelling industry, there’s a lot more to do. This means a celebration of diverse representations in global media. This can help challenge traditional beauty standards and promote a more authentic and inclusive definition of beauty.
Community engagement: Encouraging community engagement and dialogue can help individuals share their experiences. This will help support people in their journey towards self-acceptance.
Ultimately, it is essential to recognise the beauty and worth of all individuals, regardless of their skin tone. This will in turn promote a culture that celebrates diversity and inclusivity and hopefully end colourism and bleaching.
