Bleach, Nip, Tuck: The White Beauty Myth

News & Articles - Features

White paste

Dr Amina Mire

A Euro Vision of Beauty?

Monday 02 November 2009

Since women of colour began using skin whitening products in response to racial oppression in eighteenth century America, unlike legal slavery, the trade has grown not died. Worse still is that what was once used to mask women of African origin desperate to pass in a white society that often deemed their natural skin ugly and unacceptable, it now provides a Venetian mask for all women of colour. A recent Middle Eastern advertisement for Fair and Lovely Skin Cream  features a young woman who is trying to gain work as a television presenter. When things weren't going to plan she had a revelation, '...the obstacle to obtaining my dream job was my skin'. The ad ends with the words, ‘Fair and Lovely... For total fairness'.

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