WHO study highlights family influence and cultural pressures behind skin-lightening product use

Family habits and cultural pressures heavily influence the use of skin-lightening products, according to findings cited by the World Health Organisation during a recent panel discussion. Experts noted that people are more likely to use these products if a sibling uses them, pointing to behavioural research highlighting how family networks shape personal choices.

Discussion Details

The discussion, titled 'Complexion of Change: Challenging Colorism Through Policy, Art, and Science', took place on Wednesday, October 7, 2026, at Goethe-Zentrum in Hyderabad. The event featured the screening of a documentary that explored global skin colour bias and the societal association of fair skin with higher status, beauty, and success. Ammaarah Martinus, a behavioural insights consultant at the WHO, stated that product use is driven by psychological, cultural, and environmental factors rather than a single behaviour. Psychological motivations include wanting to appear fairer or younger, while cultural factors involve communities and social networks.

Psychological Impact and Gender

Psychologist and researcher Bharti Upparu explained that children absorb messages about skin colour from a young age by observing who receives compliments or bullying. People perceived as fair often get unconsciously associated with positive traits like competence and trustworthiness. Arpit Bhutani, co-founder of Circular Innovation Lab and the session's moderator, noted that the pressure to conform also affects men, pointing to products marketed specifically towards them. Former Miss America Nina Davuluri shared an example of family members cautioning against sun exposure to prevent a child from getting darker, noting such comments often stem from a desire for the child to succeed in a society favouring lighter skin.

Chemical Exposure and Regulation

Monika Stankiewicz, executive secretary of the Minamata Convention on Mercury, warned that cosmetics serve as a pathway for mercury exposure. She noted that mercury-containing products can damage skin and contaminate households, exposing other family members. Ms. Stankiewicz emphasised that the issue requires activism, art, and culture alongside regulatory measures to address deep-seated beauty standards.

Context

Colourism is a widespread social phenomenon where lighter skin tones receive preferential treatment over darker ones across various cultures. International bodies like the World Health Organisation examine these social biases because beauty standards often drive the use of unregulated or harmful chemical products.