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| Source: brightthemag.com |
From the 15th
century up until independence in 1947, India has been invaded and ruled by a
variety of settlers including the Portuguese, the French and of course the
British Empire. What was a common feature? All these colonisers were of a fair
complexion, and they all claimed the Indian natives to be their inferiors.
For
centuries the whiter complexion has been heavily associated with power, success
and desirability in the Indian subcontinent, something which post-colonial
activism is yet to overcome. Ultimately, those with darker skin are looked down
upon and dismissed in favour for people with what is considered a fairer
complexion.
The result
of this concept, where fairness of the skin is positively correlated with
superiority, is the phenomenon of skin bleaching. The Indian fairness cream
industry is estimated to reach a market revenue of more than Rs. 5,000 crore by
2023, with the dominating brand, ‘Fair and Lovely’, and its gendered equivalent
‘Fair and Handsome’, known to have more than a 50 percent share of the market.
The creams
and products offered by this industry claim to lighten the complexion and
therefore making its user far more beautiful than they were before. Larger and
larger proportions of young women consider skin lightening as essential in
order for them to succeed in their dreams, whether that be a secure marriage or
a job opportunity.
Almost all
of these lightening products contain harmful chemicals and steroids such as
hydroquinone, known for its melanin inhibiting properties. Often with these
products there is no regulation or information regarding consumer usage, which
is especially crucial in products meant for a long-term basis.
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| Source: theconversation.com |
The Indian subcontinent needs to be able to
fight the idea of beauty only being associated with fairer skin and a large
part of this comes from being able to empower those with a darker complexion.
However, advertisements and the media refuse to give these opportunities to
people of a darker complexion, instead insisting on employing actors and models
considered light skinned.
The
bleaching syndrome is far more than a superficial trend, it has evolved into a lifetime goal of attaining a superior identity that can be recognised by everyone and
is a deep reflection of the subtler forms of racism within the cosmetic
industry and the greater society of India, and our world.
Thank you for reading!
Aman
