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The Skincare Industry in the Philippines and its Impact on the Rise of Colorism

Thesis · February 2022

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Name:Jose Antonio L. Alcalde
Course & Section: Bachelor of Science in Computer Science (BCS 12)
Subject: Mga Babasahin Hinggil sa Kasaysayan ng Pilipinas
Professor/Instructor: Jumel G. Estrañero
University: De La Salle University-Dasmariñas

The Skincare Industry in the Philippines and its Impact on the Rise
of Colorism

I.Introduction
Colorism has become a common practice of discrimination here in the Philippines
because of the influence of the American and Spanish occupation. This colonial mentality leads
the Filipinos to prefer lighter skin because darker skin is seen as poor, inferior, and lower in the
social hierarchy. Until now it is seen with advertisements related to skincare companies that use
this notion to promote and profit from their products which continues to shape this harmful
perception. This affected the youth to set this as their beauty standard that can develop
self-hatred growing up because of the insecurities just to be accepted and to fit in this beauty
standard. With this ongoing form of discrimination for decades, this paper aims to know its
effects and what actions can be made by these skincare companies in stopping colorism.

II. Body

Colonial mentality
In the Philippines, our ancestors have a Kayumanggi skin color its a tan-brown like
coffee. It is seen as the heritage and culture that they took pride in. As we were colonized by
Spain and the United States this culture was striped and influenced by their own culture. Even if
the Philippines is now free its culture is slowly fading off from the colonial mentality they
experienced. Until now it's evident with having lighter skin is more beautiful than having a
darker or kayumanggi skin tone. In the Filipino entertainment industry its often seen that the
actors have a mestizo or mestiza look because the agencies and Filipinos love a mixed look. A tv
series called “Bagani” in the Philippines received a lot of backlash with the present issue of
colorism because of brownfishing.It presents the Philippine mythology but the main actors were
led by mixed Filipinos in copying the Filipino look they applied effects in making their skin have
a kayumanggi look. This was compared to the famous Hollywood film “Black Panther” which is
led by African actors in showing and paying homage to their culture. However, the problem with
“Bagani” is they sacrificed the authenticity of the show by having non-kayumanggi actors
representing Filipinos back then in exchange for making the show popular because of the main
actors, and in this colorism is evident in the Philippine industry.

Social inequality
Colorism is a factor of social inequality in the Philippines it started with the Spanish and
the natives of the Filipinos. In the workspace, there is a significant difference in the wage gap
depending on the skin color of the individual. Another perception is that an individual skin color
reflects their social status as a result of prejudice in economic and political institutions having
darker skin is seen as poor and not intelligent compared to lighter skin. Colonial mentality is one
of the factors of social inequality, a result of influencing other people to negative perceptions
according to (Decena, A. M 2014). To battle this a movement started by Asia Jackson called
“MagandangMorenx” in raising awareness about colorism in the Philippines and to diversify
Filipino beauty. It aims to open up more opportunities and equality to morena or kayumanggi
with how the society treats them.

Skincare companies promoting this

One of the most effective ways to promote and influencers is using advertisements by up
to 90% (Kristen Herhold, 2017) . When given a huge platform to the people it could affect them
negatively or positively. In the Philippines, one of the leading segments in the cosmetic industry
is personal care and skincare. Almost all skincare products commonly have a whitening agent
infused within the product to make it favorable for the consumer market.

A commercial by “ Palmolive” had a backlash for an advertisement on having white skin led by
a Filipina-Australian actress Anne Curtis because it promotes colorism and false advertisement.
It promotes that having white skin is better than any other skin and only taking for a week to
have her skin although it contradicts because she is not a pure Filipino or born with a kayumangi
having that skin is not naturally attainable. Another skincare company “GlutaMAX” which
heavily bases its brand on skin whitening had a backlash with them encouraging discrimination
on skin color by treating them unfairly in the public space. They gained a lot more hate in social
media when they released a phrase advertising “From ebony to ivory”.Telling the consumers that
the negative perceptions on darker skin should be accepted and with the help of their product
would erase this negative perception by embracing the discrimination by whitening yourself.
In attaining to be the fairest version of an individual with all the perception in being in the beauty
standards in a society. A recent report conducted by the World Health Organization shows that
half of the population of the Philippines uses some type of whitening product in various forms to
have the skin they desire. It comes with harmful practices and effects as this whitening soap
usually contains mercury and steroids hence some are illegal in countries. High doses or
concentrations of mercury can affect the individual psychologically and physically having side
effects on the skin depending on how your body reacts to it it could be severe. When taken to the
extreme the kidney is affected as this is one of the most sensitive in this form of toxic that later
on affects other parts of the body.

When competition rises the market finds other ways to profit from this bleaching method is
introduced. It uses glutathione an agent that could be taken orally or in injection, its side effects
are almost the same as mercury but glutathione is more addicting. It is shown withdrawal in this
bleaching method for a long period of time could revert the changes made into your skin. This
leads to an individual taking more in a long period of time or even higher dosages than cause
sickness and even death.

This practice should be stopped by these skincare companies, reducing this type of promotion
that promotes colorism can greatly affect how it influences society and especially the target
market to not fall into their misleading advertisement. It's a problem ongoing for generations as
seen how we got influenced by the colonizers even worst adapted and see it is a right thing for
the many seeing it as the beauty standard. With their huge platform and influence, these
companies are the ones responsible for stopping these negative perceptions of darker skin.
In failure to raise awareness these could be passed on for the next generations like what
happened to the generation right now that got influenced from Filipinos back then with the
colonial mentality.

III. Analysis

Colonial mentality

The colonial mentality was discussed on its effects in the entertainment industry.
Hollywood is one of the leading in its industry and it's often seen used to express cultural
attitudes on social issues and the narrative in living our world. When other entertainment
industries use it as an inspiration especially in once colonized countries such as the Philippines it
could be a factor in how they interpret its message from past experiences and knowledge.
Especially when America colonized the Philippines their goal was an educational and economic
system. Lack of proper education can be a factor in having this negative perception of other
people it shows a study conducted in 2019 Functional Literacy that over 90% of Filipinos are
literate1 from 10 to 64 years old. Belonging in this group states that they at least can read and
write but not all are skilled and knowledgable. Not all Filipinos are aware of or educated on
issues about discrimination especially colorism from past history and its effect on other people.

Social inequality

Social equality is a factor of one place to success to social and economic development. It
opens up equal opportunities for everyone whether an individual's race, sex, and beliefs. As
shown economic prosperity and peace are interlinked in counties rated higher peace their gross
domestic product (GDP) is almost three times compared to low peace countries of one percent. It
was discussed that social inequality and discrimination in the public space is heavily evident in
the Philippines this can be correlated to a study conducted by the world values survey on racially
tolerant counties and that over 22.7 percent stated that they wouldn't prefer having other races as
their neighbor. Although colorism and racism is both a form of discrimination they are not the
same however skin tone bias is a factor of racial inequality and a form of colorism.
Skincare Industry

In the Philippines, skin whitening is a large and thriving industry. Its appeal stems
primarily from post-colonial, internalized racism. Until now it's nowhere slowing down this
industry is expected to be worth more than $24 billion dollars by 2027. The leading toxic
ingredients containing this product are steroids, mercury, and hydroquinone. As discussed this
can lead to harmful side effects physically and mentally as a result of labeling it as a health
hazard by the World Health Organization (WHO). A study showed that skin absorbs about 64%
on average of what we apply to our skin an individual should be cautious about what they use as
this could end up in their body. In conclusion, the rise of this skin whitening industry could be
harmful to other generations as technology rises innovations are introduced for more extreme
products in skin whitening that cannot be beneficial and only harm like how bleaching was
innovated from the old ways of whitening. Influence is one of the major factors in the rise of this
discrimination.

IV. Recommendations

Based on the analysis drawn by the different resources, the following recommendations
are as followed:

1. Recognizing and Addressing Colorism in all Schools

One of the main factors on how colorism is evident in the Philippines is that students are not
educated about colorism. Especially coming from a postcolonial period this is essential in
stopping the influence of colorism at a young age. As UNESCO stated the only way to fight
racism is through education and action. A lot of the Filipinos standing up for colorism are
coming from personal experience to be educated by themselves from the post-trauma. Having to
rely on experience first must not be the case for everyone.

2. Movements fighting for Colorism

As seen, one of the movements, such as #MagandangMorenx, has been successful in raising
awareness and breaking down barriers for the skincare industry regarding colorism by going
viral and attracting the attention of netizens. It establishes a huge platform and following in
performing change on this discrimination which gives voices for the oppressed.

3. Reflect within ourselves

In order to combat colorism, we must first evaluate ourselves such as our own social privileges,
how can we use this for good by influencing other people. Evaluate newer perspective being in
other’s position. By doing this we can know the true meaning and be an advocate for this global
issue giving us control over actions and knowing its impact to the people around us.

4. Calling out colorism in the entertainment and film industry

Colorism is promoted by the entertainment and film industries because they give in to what the
people want and profit from it. Filipinos would prefer mixed-race actors over pure Filipinos if
they continue to conform to these negative perceptions, which are raising and influencing
colorism among Filipinos. Calling out these issues would make them educated about what was
wrong and learn from their next projects because the main goal of these industries is to give
people what they want for their own success. If it doesn't meet people's beliefs or ideologies it
would eventually fail from the backlash and attention it would get from netizens.

5. Use social media in raising awareness of colorism

According to a study over half of the population uses social media and it's one of the best ways
in spreading awareness and influence especially to the youth. Being a global issue and heavily
affecting the youth this can use in educating and explanation about colorism. Netizens can
express themselves about their thoughts and socialize which creates a healthy discussion.

6. Bring to light the truth in the skincare industry

The Philippines is one of the leading skin whitening product consumers and its products are
easily accessed despite harmful ingredients. A solution to this establish stricter laws and
regulations in these skincare products especially online as a lot of the skincare products are
imported from other countries illegally.
V. Conclusion

We can conclude from the discussion that the Philippine skincare industry has a
significant impact on the rise of colorism. Obtaining the beauty standard in society has only had
negative physical and psychological consequences as a result of Filipinos succumbing to
negative perceptions about beauty. It leads to an extent that innovative ways are created to have
the most effective and dangerous ways with higher concentrations that are harmful or deadly to
the body. This colorism has affected not only themselves but also those around them, with public
and private discrimination, as well as prejudice in economic and political institutions. Increased
awareness in schools and on social media would aid in the fight against colorism. Because this is
such an influential issue, more people speaking up and sharing their stories would have a
significant impact on the public and would not go unnoticed. It's largely overlooked in the
Philippines because we've always been taught as children that having dark skin makes you less
of a person than someone with lighter skin, so everyone accepted it as normal especially in a
post-colonial era. Breaking this stereotype would help educate the youth about the problems with
colorism, and it would begin with this generation.

VI. References:

Singson, F. S. (1970, January 1). [PDF] colonialism's role in the success of the Filipino
skin whitening industry: Semantic scholar. undefined. Retrieved from:
https://www.semanticscholar.org/paper/Colonialism%E2%80%99s-Role-in-the-Success-of-
the-Filipino-Singson/e22b785f17bc42c863ce87add9551ff5da9918c5

Maria J. Ferrera, MA, LCSW. (2010,January 16). Abstract: The influence of colonial
mentality on the ethnic identity formation of second generation Filipino American youth
Retrieved from https://sswr.confex.com/sswr/2010/webprogram/Paper12937.html

Decena, A. M. (2014). Identity, colonial mentality, and decolonizing the mind : Exploring
narratives and examining mental health implications for Filipino Americans. Smith
ScholarWorks. Retrieved from https://scholarworks.smith.edu/theses/769/
View publication stats

Max Roser and Esteban Ortiz-Ospina (2016) - "Literacy". Published online at

OurWorldInData.org. Retrieved from: 'https://ourworldindata.org/literacy'

Philippine Statistics Authority. (2020, December 11). Retrieved from:

https://psa.gov.ph/content/functional-literacy-rate-estimated-916-percent-2019#:~:text=Ab
out%2091.6%20percent%20Filipinos%2010,literate%20on%20a%20functional%20level

World Health Organization. (1994, January 1). Hydroquinone / published under the joint
sponsorship of the United Nations Environment Programme, the International Labour
Organisation, and the World Health Organization. World Health Organization. Retrieved
from:http://apps.who.int/iris/handle/10665/39218

Education is key to deconstruct racial narratives. UNESCO. (2018, March 25). Retrieved
from https://en.unesco.org/news/education-key-deconstruct-racial-narratives

VII. Message to your Professor

I, the researcher Jose Antonio L. Alcalde would like to take this opportunity to thank you
Professor Jumel G. Estrañero for giving us your efforts, patience, and knowledge in this learning
course. Because of your passion and interest in teaching Philippine history and culture, I've been
inspired to conduct this topic for this paper. You have opened my eyes to the social issues that
are currently affecting our country. I would not have chosen this topic if it had not been for your
teachings because it is relevant to our current topics. Finally, I'd like to express my gratitude for
your teaching style, which is unique in that you didn't engage us with materials but rather with
social issues and current events in the Philippines. You make sure to share as much information
as possible about the topic in order to be immersed in it due to its relevance. We are grateful for
your compassion and understanding for all students.