Community leaders in the Grove Hall Mecca neighborhood of Boston were shocked when a billboard went up, promoting skin lightening products.
“My jaw dropped," said community organizer Arafat Akbar. "I didn't know that was something that happened in America, in Boston, in Roxbury,”
But Boston 25 News found skin lightening is becoming a multi-billion dollar industry worldwide. Doctors in Massachusetts tell Boston 25 News they’ve seen a jump in the number of people bleaching their skin.
Dr. Arianne S. Kourosh is the founder of Mass General Hospital's Pigmentary Disorder and Multi-Ethnic Skin Clinic.
Kourosh said skin bleaching treatments that have been popular in Africa, the Middle East, China, and the Caribbean for decades are seeing slow and steady market growth here in the United States.
”Now we're seeing the rise of certain trendy systemic treatments," said Dr. Kourosh. "Everything from oral pill that people think will lighten their skin or protect them from the sun, to systemic IV treatments."
A recent report showed that the global industry for skin lighteners is projected to reach $31.2 billion by 2024. The report said the growth is "…driven by still rampant darker skin stigma and rigid cultural perception that correlates lighter skin tone with beauty."
“In this day and age people are so focused on appearance and it's such a driver of self esteem and social acceptance," said Dr. Kourosh. "And unfortunately, there are certain stereotypes that say one type of look is beautiful."
Dangerous Side Effects
While skin lightening can be done safely, dangerous side effects can include chemical burns, permanent skin darkening, loss of skin elasticity, liver and kidney damage.
Hydroquinone, the active ingredient in most skin bleaching products, was outlawed in Europe and Japan because of a link to cancer, but is still legal in the US.
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Changing Peceptions
Community organizers worked quickly to launch a petition and get the Grove Hall billboard taken down, but tell Boston 25 News colorism and the idea that lighter is beautiful remains.
“I don't think you have to prey on people's insecurities," said Akbar. "I think the beauty industry could be more about bringing out people's beauty."