Experts urge multi-level action to tackle colourism and toxic beauty standards in Hyderabad

UPDATE - follow-up to 'If a sibling uses skin-lightening product, you may be more likely to use one too': How family influence, culture & access fuel colourism: Behavioural research cited by the World Health Organisation shows that people are more likely to use skin-lightening products if their siblings use them. This finding emerged during a panel discussion titled 'Complexion of Change: Challenging Colorism Through Policy, Art, and Science', held at Goethe-Zentrum in Hyderabad on Wednesday, October 7, 2026.

Psychological and Social Roots

Ammaarah Martinus, a behavioural insights consultant at the WHO, stated that using skin-lightening items is driven by psychological, cultural, and environmental factors rather than a single cause. Psychological motivations include wanting to look younger, fairer, or to fit into society. Cultural influences involve the heavy pressure from families, communities, and social networks, alongside easy access to these items in local markets and supermarkets across India. Psychologist and researcher Bharti Upparu noted that children pick up skin colour biases at a very young age by watching who gets complimented, teased, or bullied.

Broader Pressures

Panelists highlighted that colourism affects men as well as women, with Arpit Bhutani, co-founder of Circular Innovation Lab and moderator of the session, pointing out that many products are marketed specifically toward men. Former Miss America Nina Davuluri shared an example of an older family member warning against taking a baby into the sun to prevent darker skin, noting that such remarks often stem from a desire for children to succeed in a society that favours lighter skin.

Health Risks

Monika Stankiewicz, executive secretary of the Minamata Convention on Mercury, warned that cosmetics are a major pathway for exposure to mercury, which the WHO ranks among chemicals of highest public concern. Mercury in these products can harm the skin and contaminate homes, exposing other family members. She stressed that fixing this issue requires activism, art, and cultural storytelling alongside policy regulations.

Context

Colourism is a widespread social issue rooted in historical and cultural biases that link fair skin to higher social status and success. Addressing it requires combining public health measures, strict product safety rules, and shifts in everyday social attitudes.