“No one will marry you if you have dark skin.” Beautiwell aims to educate communities about how to reject the idea that lighter skin is better. AsEquals
“Men only want fair-skinned women.”
These are words that my cousins and I would hear as our mothers slathered us in creams that promised to lighten our skin. These are words that women of color around the globe hear from loved ones and advertisers. When I visit family in India, it’s impossible to avoid the billboards showing some version of the following: On one side, a dark-skinned woman is sad and alone, and on the other side, she’s armed with skin lightening cream that has worked its magic. She’s dressed in a business suit and embracing her paramour. The message is clear — she’s found success in both her professional and personal life, thanks to lighter skin.
In 2020, the global market for skin bleaching products was estimated at $8.6 billion and is estimated to reach, fueled by the deeply rooted and pervasive message that lighter skin is key for accessing emotional and economic opportunities. And those numbers don’t include black market or misused products.
On the Indian subcontinent, 50% of all spending in the skincare industry is for skin whitening products.The United States alone accounts for about, as skin bleaching products are used by brown and Black communities here as well. While the advertisements for these products in the United States might not be as explicit, the standard of beauty certainly still favors lighter skin.
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