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As a result, the industry invites all women, regardless of ethnicity, race and or nationality, to seek smooth, radiant and youthful-looking skin, which is free from age spots and hyperpigmentation, by consuming skin-whitening products.

An advertisement for Stillman’s Skin Bleach Cream with a small green container of cream.
Although skincare companies are using less explicit language about skin whitening, their products continue to promote a desire for whiteness. (Amina Mire), Author provided

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The misguided desire for whiteness
In the past two decades, skin-whitening products have been promoted in glossy magazines, online shops, upscale health spas, wellness boutiques, department stores and websites run by cosmetics firms. It is pertinent to stress that the globalization of skin whitening depends on more than a misguided desire for whiteness.

The cosmetics, pharmaceutical and biotechnology industries will continue to invest in skin-whitening products by using terms which convey that a good skin is youthful looking — and white.

The leading cosmetics and pharmaceutical firms have declared that they will no longer mention skin whitening. Yet they will continue to promote products that produce skin-whitening effects. This lack of real change reveals how deeply the intersection of race, gender, femininity and ageism continues to shape the globalization, normalization and mainstreaming of the skin-whitening industry.

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