24/01/2024
The process of lightening skin through chemicals and cosmetics is a common practice around the world, specifically in Southeast Asia. The desire to lighten the skin is directly related to the perpetuated notion of beauty, that is centred on whiteness. The process of skin bleaching maintains itself as a means to achieve “fairness”. The word “fairness” is constantly used as an association with whiteness and beauty, dominating the product landscape, most notably with Fair and Lovely, which is the market brand leader and household name in India.
There are cultural and sociological associations with skin bleaching and distinguishing factors between castes, with higher castes (Brahmin) associated with purity, elite status, and light complexion, whereas the lowest and fifth caste (Dalit/“untouchable”) is associated with a darker complexion and social persecution. Even though caste-based discrimination was outlawed by an independent India in 1950, the practice continues in many cases.
Even though the majority of the population in Southeast Asia is not white, the bleaching business is a billionaire industry. With the constant use of bleaching cream along with the media’s/Bollywood propagation of a “fair India”, more than 10% of India’s women population suffers from a skin condition and health issues due to the use of hash bleaching products.
The practice of skin bleaching in India goes before colonialism, however, is undeniable that the notion of racial superiority (wealth, beauty and power) was associated with White Brits, leading skin colour to become the main stratification amongst southeastern Asian societies. In some countries such as India and Pakistan, part of a bride’s wedding gift is the “pre-wedding skin bleaching treatments”, that aim to lighten the bride’s skin before the big day, making her “more attractive” and suitable for marriage.
Skin bleaching in every part of the globe happens for the same reason, a collective desire to become closer to whiteness and everything that embodies it.
📸: Fair and Lovely brand advertisement