Colourism, a pervasive form of discrimination based on skin colour, continues to cast its shadow over Bangladeshi society, particularly in the context of the marriage market. In this deeply ingrained social practice, the preference for fair skin carries significant implications, particularly for women.
In Bangladeshi marriage, fair skin is often considered an asset, and it can even lead to reduced dowry payments. As a result, some girls may feel pressured to use skin-lightening products or invest in attaining fairer skin to improve their marriage prospects. This societal preference for fair skin can place an undue burden on individuals and perpetuate the idea that a person's worth is linked to their skin colour.
Aloka Talukder, an NGO worker, stood at a village tea stall, selecting snacks for an upcoming workshop she was about to lead. A curious girl nearby asked about her purchases, and Aloka explained that she was buying food for all the participants of the workshop.
Suddenly, the young girl playfully suggested skipping the food and getting her some Fair & Lovely instead. Confused, Aloka asked why, and the girl explained that the fairness product might help her attain a slightly fairer complexion, which some believed could make finding a spouse easier.
It’s disheartening that we are in a society where attaining fair skin is prioritized over basic needs like food. Even from birth, people ask about a child's skin colour before anything else. This problem can't be solely blamed on colonialism; it's a result of complex factors, including social norms and beliefs. It's essential to challenge these biases and promote a more inclusive and accepting society.
Marriage market and the fair skin obsession
The pressure to attain fairer skin in the Bangladeshi context places an enormous burden on individuals, predominantly women. It's an undue expectation that adds to the already existing challenges women face in their lives. The unspoken message is that a woman's worth is intrinsically linked to her skin colour. This notion not only reinforces harmful beauty standards but also perpetuates the belief that a person's potential for happiness, success, and acceptance hinges on the shade of their skin.
In rural Bangladesh, marriage is a critical societal institution where numerous customs and norms dictate the future of young brides. In this context, fair skin is regarded as a valuable asset. It's not just about aesthetics; it's about reducing the dowry payments a family must make. A bride with fair skin and features aligning with socially accepted beauty standards is considered a “catch.” Consequently, girls, particularly those with darker complexions, may feel compelled to invest in skin-lightening products, such as the infamous Fair & Lovely, in hopes of improving their marriage prospects.
Complex origins of Colourism
While colonial history has certainly played a role in shaping these beauty standards, the issue of colourism in Bangladesh is multifaceted. It is not solely a product of external influences but also an amalgamation of various internal factors, including social institutions, cultural norms, and belief systems. The media and advertising by multinational companies have further amplified these beauty standards by promoting products promising fairer skin, thereby contributing to the normalization of colourism in society.
Capitalizing on insecurity
In a world driven by the beauty industry, our insecurities are the very capital that fuels its growth. TV commercials, dramas, and advertisements perpetuate a skewed vision of beauty, where women are constantly judged and ridiculed for their perceived imperfections, pushing the idea that they should never age. They unsettle the trend of skin-whitening creams and beauty products that profit from exploiting people's insecurities and creating a false narrative of beauty.
Ageing is a natural part of life, a process that every individual undergoes. However, certain brands manipulate this universal truth by implanting the fear of ageing in our minds. TV commercials showcase models as young as 23, worrying about growing older, creating a sense of insecurity. The intention behind such portrayals is clear: To make consumers feel inadequate. It's a calculated business strategy that preys on our vulnerabilities, and the earlier they can make you feel insecure, the more profit they stand to gain.
The business model of the beauty industry thrives on capitalizing on your insecurities. They dominate the global market with an array of skin-brightening creams and anti-ageing products, profiting from the deep-rooted fears they have sown. Their aim is to make you believe that you need their products, even if you don't have any discernible flaws. This is how they ensnare their customers and ensure sustained profits.
Clinical evidence ignored
In July 2022, Bangladesh Standards and Testing Institution (BSTI) banned 17 skin whitening creams containing harmful levels of mercury and hydroquinone.
In 2021 just before the Eid-ul-Fitr holidays, the arrest of a prominent online shop owner sparked outrage among Bangladeshi netizens. The cause was a customer's complaint about a product they bought that caused a skin disease. Despite evidence of harmful ingredients in beauty products, consumers keep buying them, prioritizing skin whitening over health. People capitalize on this, gaining popularity while potentially harming their customers' skin.
These businesses know how to exploit customers' vulnerabilities, reducing skin tone and body shape to mere numbers. It's crucial to resist these profit-driven beauty traps. Many women, troubled by their darker complexions, spend significant sums on fairness products. This perpetuates harmful beauty ideals and affects young girls' self-confidence.
Kaniz Fatemaa works at the Dhaka Tribune.
