Colourism Has To Stop

Colourism, defined by Merriam-Webster, is “prejudice or discrimination especially within a racial or ethnic group favouring people with lighter skin over those with darker skin.” This form of discrimination goes beyond surface-level biases; it deeply impacts the psychological well-being of ethnic minorities, shaping perceptions of self-worth and societal value. As a British Bangladeshi, I see colourism’s influence in how communities assess individuals based on skin tone. By delving into its historical roots and current psychological ramifications, we can better understand its pervasive impact and how we can stop it.

Historical Origins of Colourism

The roots of colourism are intertwined with colonialism and pre-existing social hierarchies like caste systems. In South Asia, lighter skin was historically associated with higher caste status, a bias that colonial rulers reinforced. The British colonial administration perpetuated this preference by favouring lighter-skinned individuals in administrative roles, fostering the belief that lighter skin signified power, intelligence, and social superiority.

In Africa, colonial regimes similarly entrenched colourism. During Britain's colonial rule, lighter-skinned individuals often received preferential treatment in education, employment, and social status. This legacy persisted post-independence, embedding a societal hierarchy that privileges lighter skin tones. Even in the United States, colourism dates back to the transatlantic slave trade, where enslaved individuals with lighter skin were often granted less physically demanding roles, creating a racial hierarchy that influenced perceptions of worth.

Colourism Now

The prevalence of colourism can be seen in the global beauty industry. Forbes India reported that in India, the market for skin-lightening products is worth billions, with over 60% of women reporting their use. The MCGIL International 2020 survey revealed that 71% of Indians believe fair skin is essential for beauty and success. Similarly, in sub-Saharan Africa, the World Health Organisation (WHO) found that 40% of women in countries like Nigeria, Ghana, and Senegal use skin-lightening products. These statistics demonstrate the widespread nature of colourism and the pressure to conform to lighter-skinned beauty standards.

In the UK, colourism continues to affect Black and South Asian communities. Research indicates that individuals with darker skin tones face higher levels of discrimination in employment, housing, and even healthcare. According to a 2018 study by the Runnymede Trust, people of darker complexions within these groups experience disproportionately lower socioeconomic outcomes.

Colourism Called out

For decades, the “Fair & Lovely” brand promoted the narrative that life is inherently better with lighter skin. Growing up, I often heard members of the Bangladeshi community discussing the product, equating fairer skin with greater success and prosperity. This long-standing message was finally met with widespread backlash in 2020, amidst the global reckoning sparked by the Black Lives Matter movement, which cast a spotlight on systemic racism and colourism. In response, the brand underwent a rebranding, adopting the name “Glow & Lovely” and promising to use more inclusive messaging.

However, critics quickly dismissed the rebranding as superficial. The product continued to perpetuate the notion that lighter skin is better, with adverts still featuring stark “before and after” transformations. These visuals reinforce the harmful beauty standards that have long been ingrained in societies. Activists and social media users were vocal in their scepticism, arguing that simply renaming the product fell short of addressing the deeper issue of colourism, and I agree.

This controversy is not unique to South Asia. Across various communities worldwide, colourism remains prevalent, often perpetuated by major beauty brands. In Africa, companies market skin-lightening products with similar “transformative” messaging, playing into deep-seated biases that equate lighter skin with beauty and success. In Latin America and the Caribbean, beauty campaigns frequently feature lighter-skinned models, marginalising darker skin tones and reinforcing Eurocentric standards of beauty.

The Psychological Impact of Colourism

The psychological toll of colourism is profound, shaping individuals’ mental health and self-esteem from a young age. Societal messaging that equates lighter skin with beauty, intelligence, and success can lead to internalised feelings of inferiority in those with darker skin tones. This often manifests as body dysmorphia, anxiety, and chronic low self-esteem.

A harvard study from 2018 showed that individuals affected by colourism are more likely to experience depressive symptoms and feelings of social exclusion. For instance, young people from minority communities frequently report bullying and social isolation based on their skin tone, further reinforcing negative self-perceptions.

Beyond personal struggles, colourism influences interpersonal relationships. In South Asian communities, for example, matrimonial advertisements often prioritise fair-skinned individuals, perpetuating a cycle of preference and prejudice. This undermines the development of self-love and perpetuates discriminatory practices within families and social circles.

Islamic Teachings Against Colourism

Islam offers a powerful counter-narrative to colourism. The Prophet Muhammad (peace be upon him) emphasised equality and rejected any form of discrimination based on race or skin colour. In his Farewell Sermon, he declared:

“No Arab has superiority over a non-Arab, nor does a non-Arab have superiority over an Arab; a white person has no superiority over a black person, nor does a black person have superiority over a white person, except by piety and good action.”

This core Islamic teaching highlights that a person’s worth lies in their character and actions rather than their physical appearance. Such principles provide a framework for challenging and dismantling colourism within Muslim communities and beyond.

Healing and Change: A Path Forward

To combat colourism, both societal and individual efforts are essential. Public awareness campaigns such as India’s “Dark is Beautiful” and Nigeria’s anti-skin-bleaching initiatives have been instrumental in challenging beauty norms. These movements advocate for a more inclusive definition of beauty, celebrating diverse skin tones and rejecting harmful biases.

Educational initiatives also play a critical role. Schools and workplaces should incorporate discussions on colourism within broader diversity and inclusion programmes. By addressing the psychological impact of colourism, these initiatives can foster environments that promote self-acceptance and equality.

At an individual level, fostering conversations about self-love and embracing one’s natural skin tone is crucial. Mental health support, particularly for young people grappling with the effects of colourism, can help build resilience and counteract internalised biases.

Conclusion

Colourism is a deeply rooted global issue that perpetuates inequalities and leaves lasting psychological scars. Its historical origins in colonialism and caste systems have evolved into pervasive social norms that devalue darker skin tones.

To challenge colourism effectively, it’s crucial to confront it in everyday conversations. When you encounter colourist remarks, encourage those involved to reflect on the historical roots of this bias and its damaging impact. Ask them to consider how colourism, born out of colonial and societal hierarchies, perpetuates harmful stereotypes and fosters exclusion.