Over $8 Billion Spent On Bleaching Creams Worldwide Every Year By Women Of Color
The idealization of light skin as the pinnacle of beauty affects self-esteem for women of color around the world. In many cultures, skin color is a social benchmark that is often used by people of color and whites alike in lieu of race. Attractiveness, marriageability, career opportunities and socioeconomic status are directly correlated with skin color.
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As a result, many women of color seek chemical remedies to lighten their complexion. They have created a booming global business in bleach creams and injectables valued at US$8.6 billion in 2020; $2.3 billion was spent in the U.S. alone. The market is projected to reach $12.3 billion by 2027.
In my work in behavioral science and colorism, I studied the phenomenon of skin bleaching during a decade of travel around the worl...