The New Economics of Colorism in the Skin Whitening Industry: Case of India and Nigeria

  • Ramya M. VijayaEmail author


This chapter explores the new economic forces that have led to the rapid expansion of the skin whitening industry in India and Nigeria and the potential for mobilizing against it. I evaluate the effectiveness of the different strategies to resist this expansion such as public health campaigns and direct discussions of colorism. I argue that to be impactful and sustained, opposition to this expansion must move beyond emphasizing localized public health campaigns and make explicit the industry’s global complicity in sustaining colorism.


Colorism Multinational corporations India Nigeria Skin whitening Bleaching Economic capital Whiteness Neoliberalism Global Health Mobilization Counter-Narratives Market failure 

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Stockton UniversityGallowayUSA

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