One of the less talked about Asian groups, the Asian Indians; just like any other group have their own beauty standards and beauty issues. As I research some of their beauty standards, one of the major issues that keeps popping up is skin lightening. There are many skin lightening product lines in Asia and South East Asia that advertise that lighter skin is more beautiful. The first thing I noticed was a Loreal Paris picture featuring a famous Bollywood actress named Aishwarya Rai. She is fresh-faced, and is next to a product line that says, “White Perfect: for smooth, fair skin.” That’s just the beginning. There is a product line called “Fair & Lovely”. And one of their skin lightening products is called “winter fairness”. AND on top of that, the slogan for that product is: “Does your cold cream leave you looking dark in winter? Why should you have to compromise with your fairness?” And in the commercials for Fair & Lovely products, it literally shows the progression of getting whiter skin. Another disturbing fact is that many popular brands here in America, such as: Neutrogena, Garnier, and Loreal are all making skin lightening products for Indian markets. I don’t really know how I feel about this.
It is now at the point where women are getting skin lightening treatments before going to a job interview. Or women are told that they are lucky to have gotten a marriage proposal because they are ‘too dark’ to be considered pretty. And even in marriage ads people are asking for the bride to be fair skinned.
Something that keeps coming up in my research is the 2014 Miss America winner. Her name is Nina Davuluri and she is Indian-American. There is controversy right now because people in India are saying that because of the racism in their country about skin color, she would likely never win a pageant in India. Because she is too dark. This to me is outrageous. I can’t wrap my head around it. It’s one thing to wear makeup, or get hair extensions, or whatever, but to try and change what you are by changing the color of your skin…I just can’t. This topic has upset me much more than I imagined it would. I didn’t even know what I was getting myself into when I started researching this. And I think partially it’s upsetting me because it hits too close to home. Is this seriously the reason my grandma tries to be as ‘white’ as possible? Or why my aunts would always talk about how much lighter they were than the rest of the family? I literally had no idea this was even a thing. I just don’t know what to think. I’m almost disappointed in my culture.
I’ve been trying to find information on the history of this internalized racism, but so far I haven’t found as much as I would like. However, from what I have read, the reason behind it is deeply rooted in India’s history. It starts from the Caste system, and with dark people being in the lower caste levels. It is also a product of colonization and Western culture. The mannequins in some of the malls are blonde, blue-eyed, ‘fair’ skinned women. How are women in India supposed to feel pretty if that is what they are being told is beautiful?
On a hopeful note, there is now a campaign going on in India called “Dark is beautiful.” It is dark-skinned people beginning to stand up for themselves. They are fighting for they’re self-worth and believing that they are beautiful, and I’m really glad that this is happening. It means that things are changing, and that hopefully in the future they won’t feel the need to lighten their skin.
A link to Loreal Paris: India’s skin whitening products…
http://www.lorealparis.co.in/skincare/whitening.aspx
A link to Fair & Lovely…
http://www.fairandlovely.in/products/women_products.html?id=gotoslide5
A link to an article on Fair & Lovely…
http://feminspire.com/skin-lightening-racial-identity-and-societal-beauty-standards-stop-the-madness/
Where I got some of the history:
http://timesofindia.indiatimes.com/nri/contributors/contributions/aditi-jain/Racism-in-the-21st-century-India-The-obsession-with-fair-skin/articleshow/28508975.cms
A TIME article on the problem:
http://newsfeed.time.com/2013/09/19/miss-america-is-too-dark-to-be-miss-india/
more sources:
http://www.dressful.com/4413/vogue-india-racism-only-light-skin-is-beautiful
dark is beautiful facebook page:
https://www.facebook.com/darkisbeautiful