Asia's Obsession with Fairness

Written By: Leela

Last week, Netflix released the groundbreaking show Indian Matchmaking. While many were excited to see the first Indian reality television show in Western media, there were many more who were appalled at the callous attitude the show took in presenting issues such as colorism, casteism, and sexism. The majority of couples featured in the show placed emphasis on suitable partners being, “slim, trim, and fair,” highlighting the cultural standard of beauty while doing nothing whatsoever to challenge it. Critics of the show have claimed it normalizes colorist behaviours. However, while normalizing colorism is problematic, it is only a symptom of the larger issue at hand, which is Asia’s obsession with light skin.

Skin lightening products are popular around the world, but Asia is the largest consumer of such goods and services, with 50% of the market share. According to the World Health Organisation (WHO), an estimated 40% of women in East Asia regularly use skin whitening products. Products may range from non-invasive creams, lotions, and pills, to more dangerous skin bleaching and surgical treatments. As it stands, the skin whitening industry is worth around $13.3 billion USD, however the market has been projected to reach well over $20 billion in the next decade.

This huge market of skin whitening products begs the question as to why lighter skin is such a pervasive beauty ideal in Asia. Many claim the standard arose from the class distinction between those of higher socio-economic class who have the freedom to stay indoors away from the sun, and those of lower socioeconomic status, who have to work under the sun, like farmers, for a living. However, in practice,the answer is not so simple. To truly answer this question, one must examine the colonial roots of Asia. The majority of countries in Asia were colonized by white settlers boasting their superior race, which contributed to the idea that lighter skin was inherently better. While most colonial systems of oppression have been dismantled, the practice of skin bleaching is evidence of a colonial legacy meant to reduce those who visually deviate from European traits. That being said, it is undeniable that light skin is a marker of high social status, continued by the beauty and entertainment industries in the pursuit of profits.

Even if one can ignore the problematic origin of skin whitening in Asia, there remains the issue that such products can be physically, mentally, and emotionally devastating. Any beauty standard reliant on a change in a genetically determined characteristic, like skin color, can be extremely harmful to the mental and emotional health of those who are exposed to these unrealistic standards in the media. Especially young people of color who have been exposed to skin whitening products in advertisements since infancy, and shamed by their society because of their lack of white features. What is more is that some of the products available for purchase are physically detrimental. In the Philippines and China, for example, there is a huge black market for skin bleaching products which are both cheap and effective. The one caveat being that the products tend to rely on dangerous chemicals like mercury to work, which may at best cause a skin reaction and at worst cause major birth defects for the user’s future children. All of these should not be ignored when considering whether or not one should use and endorse skin-lightening products. Meaning it is imperative to reevaluate the damaging relationship that Asia’s obsession with fairness has produced.

Though it seems that there are already a lot of barriers when it comes to destroying Asia’s obsession with light skin, there is one big problem that is deeply seated in society. Within Asia, being obsessed with having white skin is not seen as a problem, which is why shows like Indian Matchmaking can get away with flagrant colorism. The pursuit of fair skin is regarded by most as a cultural quirk that can be equated to any other unrealistic body standard the beauty industry perpetuates.

Edited By: Happy

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References:

“Shady Business: The Illegal Sale of Skin-Whitening Creams.” YouTube, CBC

News, 7 Feb. 2020, www.youtube.com/watch?v=SgO-4SzJVHE.