Fair skin as a beauty ideal underpins the global bleach cream industry – valued at $8.6 billion. There is a nascent backlash against the practice, which endangers health and can perpetuate racism.
Cosmetics companies have agreed to remove racially offensive language from their skin products - but history, in Kenya and South Africa, shows they've done the same before.
The long history of racist beauty standards alone cannot explain the ongoing global use of harmful skin lighteners.
Bleaching cream companies, with the help of Bollywood male stars are making huge profits.