Discrimination: Colorism

Introduction

Colorism, or skin color discrimination, is a form of prejudice that values lighter skin over darker tones within the same racial or ethnic group. Unlike racism, which targets people of a different race, colorism happens among people of the same race or community. It’s an invisible yet powerful form of discrimination that shapes social behavior, opportunities, self-esteem, and even success in life.

What is Colorism?

Colorism is rooted in colonial history, slavery, and hierarchical social systems where lighter skin was often associated with higher status, beauty, and privilege. This bias exists globally—in countries like India, Brazil, the United States, Nigeria, the Philippines, and even among immigrant communities in Europe. People with darker complexions are often seen as less attractive, less educated, or less competent, regardless of their actual abilities.

The problem is not just a preference; it’s a deeply embedded cultural belief that light skin equals superiority. This belief is reinforced through movies, television, advertisements, and social norms. Even children absorb these messages from a young age, forming judgments about themselves and others based on skin tone.

Root Causes of Colorism

Colonial History: Many colonized nations inherited the belief that lighter skin represented power and civilization. In India, for example, the British colonial system placed light-skinned elites in high administrative positions, while darker individuals were pushed to lower societal roles.

Media Representation: Films, TV shows, and advertisements often cast fair-skinned actors as protagonists, while darker-skinned actors are sidelined or stereotyped.

Beauty Standards: Skin-whitening creams and treatments are marketed heavily in many countries, suggesting that light skin is essential for attractiveness and success.

Social Conditioning: From childhood, people are taught to associate fairness with beauty, goodness, and wealth, while darker skin is linked with negativity and poverty.

Affected Groups

1. Dark-Skinned Women

Dark-skinned women are often at the receiving end of the harshest colorist remarks. In many cultures, they are told they are less beautiful or will have fewer chances of finding a good partner. In South Asian marriage markets, women’s skin tone is a critical factor. Matrimonial ads often state preferences like “fair-skinned bride preferred.”

In the fashion and entertainment industries, dark-skinned models struggle to find work, and even when they do, they are often told to lighten their skin using makeup or lighting techniques.

2. Dark-Skinned Men

Though less talked about, dark-skinned men also face discrimination, especially in employment. In corporate settings, lighter-skinned individuals are often perceived as more polished or professional. A dark-skinned man might be equally or even more qualified than his peers but may still be overlooked for promotions or client-facing roles.

3. Children and Students

Colorism can start as early as school days. Children with darker skin are often bullied or teased, called names like “kaalu,” “blackie,” or “charcoal.” These names may sound harmless to some, but they can leave deep emotional scars. Dark-skinned students may be treated differently by teachers or discouraged from participating in school events that highlight appearance, like fashion shows or dance performances.

4. Job Seekers

Many people with dark skin have reported facing bias during job interviews. Sometimes, skin tone is not openly mentioned, but there’s an unspoken preference. Lighter-skinned candidates may be chosen over darker-skinned ones for customer-facing roles or public relations jobs, even if both have similar qualifications. This kind of workplace discrimination prevents equal opportunity and growth for talented individuals.

Colorism in Media and Advertising

One of the most powerful promoters of colorism is the media. Light-skinned celebrities dominate billboards, TV screens, and movie posters. Fairness creams are advertised using taglines like “Get fair, get beautiful,” or “Fair skin equals confidence.” Such marketing not only reinforces stereotypes but also creates deep-rooted insecurities.

Famous skin-lightening brands have been called out in recent years, especially after global movements like Black Lives Matter gained momentum. However, many of these brands continue to sell under different names or tones, such as “glow” or “radiance” creams, hiding their true purpose.

Psychological Impact

Colorism can leave long-lasting psychological impacts. People who grow up being told they are “too dark” may suffer from low self-esteem, anxiety, or depression. Constant rejection in social, romantic, or professional situations can make individuals feel unworthy or invisible.

Many young girls grow up hating their skin color and wishing to be lighter. Some turn to dangerous whitening creams that contain mercury or steroids, which have harmful side effects. Boys may become aggressive or develop inferiority complexes if they believe they are not good-looking enough due to their skin tone.

Recent Progress and Movements

While colorism is still widespread, awareness is growing. Social media has given a platform to dark-skinned activists, influencers, and artists who proudly celebrate their skin tone. Movements like #UnfairAndLovely, #MelaninMagic, and #DarkIsBeautiful are gaining momentum across the globe.

Celebrities, too, are beginning to speak out against colorism. Some brands have pulled their fairness products or rebranded them. Bollywood actress Nandita Das has been vocal about color bias in the Indian film industry. In Africa and the U.S., artists like Lupita Nyong’o and Viola Davis have spoken about their personal struggles with colorism.

How to Fight Colorism

Educate People: Awareness begins with education. Schools and colleges should include discussions on colorism in their curriculum.

Diversify Media: Film, TV, and advertising industries should feature people of all skin tones in positive and leading roles.

Ban Harmful Products: Governments should regulate or ban the sale of harmful skin-lightening creams.

Promote Body Positivity: Campaigns that celebrate natural skin tones, hair textures, and body types can boost confidence and challenge narrow beauty standards.

Call Out Prejudice: Whether it’s in family conversations, workplace settings, or social media, colorist comments must be called out and corrected.

Conclusion

Skin color discrimination, or colorism, is a subtle yet deeply damaging form of bias that needs to be urgently addressed. It limits people's opportunities, affects mental health, and perpetuates inequality within communities. Real change begins with accepting and celebrating diversity in all forms—especially the skin we're born in.

Breaking free from the chains of colorism is not just about fairness in opportunities—it’s about fairness in how we see and value one another.