Presentation (Project) Title

Colorism in India: The Scale of Beauty

Mentor Information

Holly Donahue Singh (Judy Genshaft Honors College)

Presentation Format

Event

Abstract

Colorism in India has been an issue since the colonization of the British where the standard of beauty was praised by one for having European-like features. This ideal has percolated down generations to where the culture of skin-whitening has become popular and the norm for many women in India. Society has convinced several generations of women that they won’t be successful in terms of careers, livelihood, beauty, etc. if they are not “fair-skinned” because it is still heavily portrayed as such in media and social spaces. In this project, I will be exploring the impact of skin-whitening on women and how current society still perpetuates this mentality on impressionable girls. The new wave of social movements denouncing colorism and supporting natural beauty will also be discussed as they have paved the way for changing the dynamic of how such products can be marketed. Overall, the goal of this project is to observe and analyze the history behind this ideal and the effects on Indian individuals in the present as many changes are occurring in this time of empowerment.

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Colorism in India: The Scale of Beauty

Colorism in India has been an issue since the colonization of the British where the standard of beauty was praised by one for having European-like features. This ideal has percolated down generations to where the culture of skin-whitening has become popular and the norm for many women in India. Society has convinced several generations of women that they won’t be successful in terms of careers, livelihood, beauty, etc. if they are not “fair-skinned” because it is still heavily portrayed as such in media and social spaces. In this project, I will be exploring the impact of skin-whitening on women and how current society still perpetuates this mentality on impressionable girls. The new wave of social movements denouncing colorism and supporting natural beauty will also be discussed as they have paved the way for changing the dynamic of how such products can be marketed. Overall, the goal of this project is to observe and analyze the history behind this ideal and the effects on Indian individuals in the present as many changes are occurring in this time of empowerment.