Commentary

Obsession with Light Skin Shedding some light on use of skin lightening products in India
Shyam B. Verma, MBBS, DV&D

Correspondence Shyam B. Verma MBBS, DV&D 18 Amee Society Diwalipura Vadodara India E-mail: vermaderma@rediffmail.com

It is so true that the grass invariably seems always greener on the other side of the fence! While much international attention has been drawn on the issue of persons with fair skin trying to attain a tan to look brown by various ways and means, relatively little attention has been paid to the eternal quest of people with darker skin types trying to become fair. This may happen because the former does not have as dramatic side effects as the latter; besides, the quest for becoming fair-skinned is born out of socio-cultural issues without causing overt diseases in most cases. A prime example is rapidly developing India with its

rapidly growing consumerism and ability to spend. Fairness is an issue that has cultural, sociological and anthropological roots. India pays a colossal premium to being fair which is equivalent to prestige, desirability, attractiveness and in the case of women, impressive points on the marriage scoreboard! (Fig. 1). While an increasing number of people nd their spouses in urban areas, arranged marriages by family are still a commonplace phenomenon in the majority of India and even more in villages. The quest for a fair spouse while being assessed in the marriage market is very strong as we can see in the

464 International Journal of Dermatology 2010, 49, 464465

Figure 1 Young Indian women on twowheelers, many covering their faces and forearms to prevent tanning
2010 The International Society of Dermatology

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Commentary

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Figure 2 Newspaper matrimonial advertisements stressing importance of fair skin

Figure 3 An array of skin lightening products in the

Indian market

matrimonial columns of major local daily newspapers (Fig. 2). Another interesting and paradoxical cultural phenomenon is the sociocultural stigma associated with vitiligo; a country whose overwhelming population has an everlasting search for a fair skin paradoxically reacts with abhorrence and dread toward hypo and depigmented skin conditions. Vitiligo is such a feared social stigma that it prevents a woman from getting married especially in a setting where their marriages are arranged by families and the spouse is not necessarily the choice of the bride. The reasons for this obsession with light skin/fair skin is deep rooted in the Indian society and can be written about more astutely by sociologists and anthropologists. The association of light skin with superiority can be traced back as long ago as the introduction of the caste system, which planted the seeds of eminence for fair skin as it was generally the domain of the upper classes and the lower classes were always portrayed as the dark ones. There is also supporting evidence to state that the Aryans who migrated to India were much fairer than the original inhabitants of the country who were dark in complexion; this could well be another explanation for this notion. Then came the various invaders who ruled India, the Dutch, Mughal, Portuguese and nally the British who had much lighter skin than Indians; living under their regime could have been another inuence in this issue. Many people explain that the British governance left in its wake adulation for light skinned people. Another possible contributing factor could be the inuence of Western media for decades which showed dazzling beauties with awless, fair skin who became role models for the Indian

diaspora. I would exhort readers to respond with more knowledgeable explanations. Finally the pharmacoeconomic implications of this cultural preference, rather obsession, are tremendous. The dermatology market is worth 1642 crore rupees ($410 million) and the fairness-directed skin lightening cosmetic market (also known as fast moving consumer goods) in India is 1000 crores ($250 million). That is equivalent to a staggering 61% of the total dermatology market! This is a mind-boggling gure that puts in absolute perspective how huge the demand is to be fair (Fig. 3). It is a moot question whether it is ethical on the part of the industry, be it cosmetic or pharmaceutical, to pander to these cultural demands. Not to talk about other aspects like stereotyping beauty by such a supercial parameter of color of the skin! Companies manufacturing skin lightening products take advantage of the lax advertising laws and make unsubstantiated claims about their efcacy. However, these products have incurred the wrath of a number of womens rights groups, many of who have found promoting such products demeaning to a womans basic dignity. In India, 30% of people live below poverty line and health insurance is enjoyed only by less than 5%; basic dermatology care has to be paid for out of ones own pocket and awareness of skin-related issues is abysmally low when compared with western countries. To conclude, it is my humble plea that we take the responsibility as dermatologists, to actively shun the age old stereotype that fair skin or lightly complected is beautiful and that dark skin spells inferiority or an inadequacy of sorts.

2010 The International Society of Dermatology

International Journal of Dermatology 2010, 49, 464465

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