By Gideon Lasco
A 22-year-old call center agent from the Philippines, J.R.,* tells me that he takes whitening capsules and uses a soap and facial cream that both claim to have whitening effects. Being lighter, he says, will make him more “noticeable,” boosting his chances for promotion or better employment. When I point out that the US$1 a day he spends on the whitening products makes up a large chunk of the US$12 he earns daily, he replies: “It’s an investment.”
J.R. is part of the growing market for skin whitening products around the world. Shopping malls, cosmetics shops, and online retailers sell a vast number of different soaps, lotions, creams, and more, catering to women and men. Some of them target particular body parts: the face, the hands, the underarm, or even the vagina. From Manila to Mumbai and Jakarta to Johannesburg, celebrities endorse skin lightening or bleaching products in larger-than-life billboards, promising “whiter skin from within” or offering to make users “fair and handsome.” In the Philippines, where I live and work as a medical anthropologist, even the national basketball league…
