Skip to content
Search

Latest Stories

Fair and unlovely: India confronts dark-skin bias

When Chandana Hiran was a child, strangers would urge her to lighten her skin. Today the Indian student is leading a campaign against whitening creams as global anti-racism protests highlight the obsession with fair complexions for many in Asia.

The campaign achieved its first victory when cosmetics giant Unilever dropped the word "fair" from its popular Fair & Lovely skin-lightening cream. L'Oreal and Johnson & Johnson announced similar initiatives.


"They have been thriving on selling insecurities to women," 22-year-old Hiran, who launched an online petition against Fair & Lovely, told AFP.

"The narrative is that if you are dark-skinned, you cannot achieve anything in life. So being a dark-skinned girl I've always felt that maybe... I need to be fair. If I'm not, then maybe I don't deserve those things."

Multinationals have long profited from sales of whitening creams, facewash and even vaginal bleaching lotions, by advertising the message that beauty, success and love are only for pale-skinned people.

Unilever made $500 million from Fair & Lovely sales in India last year, according to Bloomberg.

Now, after mounting outrage sparked by the Black Lives Matter protests in Western cities, companies like Unilever say they "want to lead the celebration of a more diverse portrayal of beauty".

But campaigners warn their fight has just begun and that, without greater efforts to counter entrenched bias against darker skin, the rebranding remains superficial.

- Bias from birth -

Colourism -- prejudice against darker skin tones -- in India is pervasive.

While British colonialism helped fuel colourism, the bias is deeply rooted in India's ancient caste hierarchies, experts say.

"The assumption is the higher castes are fairer than the lower castes," sociologist Suparna Kar of Bangalore's Christ University told AFP.

As a result, many associate pale skin with wealth and beauty -- a prejudice bolstered by Bollywood films which rarely make darker-complexioned women the star and frequently portray successful city-dwellers as fair-skinned.

Actress Tannishtha Chatterjee, long vocal about colourism, told AFP: "When I have been cast in urban roles, a make-up artist would come and tell me that it's an 'upmarket' role, so 'should I make the skin tone two shades lighter?'"

The bias begins at birth, said Kavitha Emmanuel, who visits schools promoting her "Dark is Beautiful" campaign launched in 2009.

"You'll hear, 'She's a girl and she's dark, oh my god, who is going to marry her? We have to ... make her look fair. Don't let her out in the sun, don't let her play sport'."

The prejudice shows up in school textbooks, she said, with a dark-skinned person used to denote "ugliness".

Many Indian women start using whitening products as children.

Seema, a 29-year-old domestic worker in New Delhi, has used Fair & Lovely since she was 14. Most of her female relatives use it -- including her 12-year-old daughter.

"When I look at the fairness-cream commercials it looks like a good product... they show that when people become fairer, they get jobs, they get proposals for marriage," she told AFP.

Indeed, newspaper adverts for arranged marriages regularly call for brides with "milky white" complexions.

The obsession is also widespread in Southeast Asia.

"Having a whiter skin is seen as... part of what is euphemistically called (a) 'pleasing personality'," University of the Philippines' medical anthropologist Gideon Lasco told AFP.

- Profit and prejudice -

Such prejudices have exposed generations to self-loathing and low self-esteem, experts say.

On top of the psychological damage, the products pose significant health risks.

Some contain hazardous levels of mercury, which can cause kidney damage, skin ailments and psychosis, the World Health Organization warns.

In Indonesia, the pursuit of "white skin" has led to the sale of toxic, unregulated products, prompting a government crackdown.

But activists say it will take time to alter such ingrained biases, especially when the sector is so profitable.

The skin-lightening industry is one of the world's fastest-growing beauty segments, and is forecast to be worth $31.2 billion by 2024, according to the WHO.

In India, a nation of 1.3 billion people, whitening products make up about half the skincare market.

"There's no letting society off the hook here," activist Kavita Krishnan told AFP.

Nevertheless, "corporate companies, commercial interests cannot simply use social bias as an alibi", she added.

But change is coming, said campaigner Emmanuel, who believes future generations will see the world -- and themselves -- differently.

Her recent visit to a school ended with a lighter-skinned student apologising to classmates for bullying them over their darker complexions, Emmanuel said.

"For me, that was a moment... I realise it is having an impact."

More For You

CSK vs RCB

CSK and RCB-tune in for this blockbuster clash between two IPL heavyweights

Getty Images

IPL 2025 - CSK vs RCB: Chennai and Bengaluru's clash of titans

The Indian Premier League (IPL) is back with another highly anticipated encounter as Chennai Super Kings (CSK) lock horns with Royal Challengers Bengaluru (RCB) in the 8th match of the 2025 season. The match will take place at the iconic MA Chidambaram Stadium in Chennai on March 28th at 7:30 PM IST. Both teams are coming off strong wins in their previous matches and are eager to extend their winning streaks, making this clash one that fans won’t want to miss.

Team analysis: Chennai Super Kings (CSK)

CSK, one of the most successful franchises in IPL history, comes into this game with confidence after a thrilling victory over Mumbai Indians. Although the chase wasn’t entirely smooth, CSK managed to pull off a win with 4 wickets in hand. Their bowling unit, led by the young sensation Noor Ahmad, was instrumental in restricting Mumbai to a modest total of 155/9. Noor’s outstanding spell of 4 wickets for just 18 runs earned him the well-deserved Man of the Match title, while Khaleel Ahmed also chipped in with 3 wickets.

Keep ReadingShow less
Streeting: Health deal signals new era in UK-India ties

Foreign Office minister Catherine West, health secretary Wes Streeting and equalities minister Seema Malhotra during the Holi Reception in London.

Streeting: Health deal signals new era in UK-India ties

THE recent health and life sciences agreement between the UK and India will strengthen cooperation on healthcare innovation and security in both countries, health secretary Wes Streeting said.

Speaking at the Holi reception organised by the 1928 Institute, who are the secretariat for the India All-Party Parliamentary Group, in London on Monday (24), he added that the contribution of British Indians has been pivotal in the growth of the NHS since its inception in 1948, and a robust partnership between the two nations will ensure we have a healthcare provider 'fit for the future'.

Keep ReadingShow less
Renée Zellweger Joins Only Murders in the Building Season 5 Cast

Renée Zellweger joins the cast of Only Murders in the Building Season 5, bringing more star power to the hit series

Getty Images

Renée Zellweger joins ‘Only Murders in the Building’ season 5 with an expanded star-studded cast

The Oscar-winning actress joins Steve Martin, Selena Gomez, and Martin Short in Hulu’s hit mystery-comedy for an exciting new season.

Renée Zellweger is the latest Hollywood star to join Hulu's hit mystery-comedy Only Murders in the Building for its fifth season. The two-time Academy Award winner will share the screen with series regulars Steve Martin, Martin Short, and Selena Gomez, adding to the show’s already impressive line-up of guest stars.

Keep ReadingShow less
british-steel-iStock

An aerial view of Steel Plant Industry in Scunthorpe. (Photo: iStock)

British Steel to shut blast furnaces, up to 2,700 jobs at risk

BRITISH STEEL, owned by Chinese group Jingye, confirmed on Thursday that it will shut down its blast furnaces and steelmaking operations in England, attributing the decision to market challenges, tariffs, and rising environmental costs.

The closures, first proposed in late 2023, could lead to the loss of up to 2,700 jobs at the company’s main UK site in Scunthorpe, northern England, according to sources familiar with the matter.

Keep ReadingShow less