Colourism in Today’s Society

By : Tanissha Rameswaran ( 5 Lily )

In a toxic society, dark skinned girls are often considered as ‘dirty’ and unworthy. Based on
a survey, most girls who suffered colourism are told to scrub their skin, use harsh chemicals on
their faces to look like society’s perspective of perfect.

I personally don’t think I have severely suffered the effects of colourism, but I acknowledge the
experiences of others. It has become ingrained in me to run away from the sun and despair after
getting sunburnt. I feel quietly proud when someone says I’m ‘fair’ or look lighter. As I’m sure
most of us have had, I’ve had ‘aunties’ comment that I look darker and I’ve felt ashamed about it.
But all that’s gotten me today is a Vitamin D deficiency.

In the current state of the world, eradicating our stereotypes of skin colour is more important
than ever. Celebrities whom we idolise need to take responsibility for the message they are
sending and take accountability, and if not, we need to find new role models. Don’t idolise
someone who values a paycheque more than their social impact - they know their influence and
they prioritise accordingly.

I fully agree that right now we need to focus on the racism movement and stand in alliance with
our POC. But if you support colourism, you are part of the problem. You support the notion that
the depth of skin colour correlates with beauty, ability and worth. I will make a conscious effort to
shake away feelings of pride or shame accordingly when someone comments on my skin tone,
and I will work on building the confidence to call out anyone who holds these outdated views. I
do not want our children to grow up in a society where their worth is predetermined based on
the richness of their melanin. Overcoming this issue is associated with a positive future for ALL
POC. With persistent colorism and the rise of consumerism, it’s no surprise that the idea of fair
skin started to manifest in the form of a product you could buy — even beyond South Asia. The
global skin-lightening industry was valued at $17.9 billion in 2017 and is projected to grow to
$31.2 billion by 2024, according to Global Industry Analysts — at that 8.3% annual growth rate,
the industry could be valued at $22.7 billion in 2020. In North America, brands including
Neutrogena and Dove, often market their skin-lightening products as “brightening,” “glow,” or
spot treatments.

The Asia-Pacific market is the largest player, accounting for more than half of the total global
skin-lightening market, and China accounts for about 40% of Asian-Pacific sales. In India, the
industry has been valued at upwards of $430 million, and more than 60% of the country’s
skincare products are lighteners. Skin lightening is viewed as a “high-need area” by over 90% of
Indian women, according to one report.

In the early phases of what would turn into a multibillion-dollar global industry, royals would
apply pearl extracts on their skin in an effort to increase fairness.
But far more popular now is a newer behemoth: Fair & Lovely.