This article, based on original research from 57 villages in four provinces from North and East India, sheds light on a hitherto unexplored gendered impact of colorism in facilitating noncustomary cross-region marriage migrations in India. Within socioeconomically marginalized groups from India’s development peripheries, the hegemonic construct of fairness as “capital” conjoins with both regressive patriarchal gender norms governing marriage and female sexuality and the monetization of social relations, through dowry, to foreclose local marriage options for darker-hued women. This dispossession of (...) matrimonial choice forces women to “voluntarily” accept marriage proposals from North Indian bachelors, who are themselves faced with a bride shortage in their own regions due to skewed sex ratios. These marriages condemn cross-region brides to new forms of gender subordination and skin-tone discrimination within the intimacy of their marriages, and in everyday relations with conjugal families, kin, and rural communities. Because of colorism, cross-region brides are exposed to caste-discriminatory exclusions and ethnocentric prejudice. Dark-skin shaming is a strategic ideological weapon employed to extract more labor from them. The article extends global scholarly discussion on the role of colorism in articulating new forms of gendered violence in dark-complexioned, poor rural women’s lives. (shrink)

This article illustrates how the circulation of capital and culture in Asia produces divergent embodied gendered ideals of national belonging through the case of Vietnam’s global sex industry. Introducing the concept of competing technologies of embodiment, I show how sex workers’ surgical and cosmetic bodily projects represent different perceptions of an emerging nation’s divergent trajectories in the global economy. In a high-end niche market that caters to local elite Vietnamese businessmen, sex workers project a new pan-Asian modernity highlighting emergent Asian (...) ideals of beauty in a project of progress that signals the rise of Asia. Women who cater to Western men, in contrast, embody Third World dependency, portraying Vietnam as a poverty-stricken country in need of Western charity. By comparing multiple markets, I illustrate how individual agents in the developing world actively reimagine their nation’s place in the global economy through their embodied practices. (shrink)

Focusing on black communities in Africa, in this paper, I attempt an African bioethico-aesthetic deconstruction of the falsehood in colorist definitions of beauty purveyed by the migration of non-surgical cosmetics to Africa. I provide a novel ethical evaluation of the act of skin bleaching using principles of the African ethic of communion. I argue that skin bleaching is morally wrong to the extent that it promotes disharmonious relations and false identity in the beauty industry in Africa. Drawing on scientific studies (...) that link toxic ingredients in many skin-bleaching products to adverse health effects, I discuss the public health impact of bleaching cosmetics and other problems occasioned by their strategic expansion into African markets. I propose that there is an urgent need for a relational ethic of polycentric governance that would harmoniously regulate the production and distribution of cosmetic products across regions in order to avoid the exploitation of consumers in black African societies, while also protecting consumers’ right to make informed choices through education. (shrink)

This article examines contemporary representations of sakura (cherry blossom) in cosmetics marketing. Since the Heian period, sakura has been loved and regarded as having tangible and metaphorical significance in Japan. Imagery of sakura is rich in ambiguity and has a complex history as evident in its use in the militaristic promotion of heroism, especially related to the Second World War. However, in recent decades, sakura imagery has proliferated across a range of popular culture both inside and out of Japan. In (...) this article we focus on the circulation and meanings of sakura imagery accessible and appropriated in Australia with specific attention to cosmetics. Sakura offers not only aesthetic pleasure but also potentially some health benefits. Our discussion draws on data from surveys and interviews with participants in Australia about their perspectives of sakura aesthetics related to colour symbolism. This is accompanied by close analysis of colour symbolism in recent perfume, skincare and cosmetic marketing, branding and packaging which use sakura imagery. We argue that, using the complex symbolism associated with the wide colour spectrum, sakura imagery has now been refashioned as a versatile promotional tool in the global market, as exemplified by the brand engagement of sakura-themed cosmetics. (shrink)

Fair skin is often regarded as a beauty ideal in many parts of the world. Genetic selection for non-disease traits may allow reproducers to select fair skin for the purposes of beauty, and may be justified under various procreative principles. In this paper I assess the ethics of genetic selection for fair skin as a beauty feature. In particular, I explore the discriminatory aspects and demands of such selection. Using race and colour hierarchies that many would find objectionable, I argue (...) that selection for beauty that is underpinned by such hierarchies is not a trivial selection. Given this, I claim that we should not make such selections. (shrink)