Article by Amanda Mire on the globalisation of the skin whitening industry.

The Emerging Skin-Whitening Industry

By AMINA MIRE

Skin-whitening or skin-bleaching is a practice whereby women (and some men) use various forms of skin-whitening products in order to make their skin appear as white as possible. As an anti-aging therapy, skin-whitening promises to "restore" as well as to"transform" the aging skins of women and make them smooth, wrinkle-free-younger-looking. In this context, the natural aging process is systematically framed as a pathological condition which must be interrupted through measures such as "elective surgery" and or by bleaching out the signs of aging such as "age spots." In this way, in the case of white women, skin-whitening is presented as a legitimate intervention designed to 'cure' and mitigate the disease of aging. Skin-whitening as a biomedical intervention is predicated on the pathologization of the natural aging processes in all women, white women in particular.

At least in the United States, racially white eastern and southern European women have used skin-whitening in order to appear as 'white' as their 'Anglo-Saxon' "native" white sisters. In the United States, women of colour also have practiced skin-whitening. Many of the early skin-bleaching commodities such as Nodinalina skin bleaching cream, a product which has been in the US market since 1889, contained 10 per cent ammoniated mercury. Mercury is a highly toxic agent with serious health implications. According to Kathy Peiss , in 1930, a single survey found advertising for 232 different brand names of skin-bleaching creams promoted in mainstream magazines to mainly white women consumers in the United States.