Abstract:
An unavoidable truth of colorism is often ignored because of the
way society has pushed it aside. Through an analysis of historical, economic,
and social data and research, this piece is written as a way to shed a bright
light on the dark shadow of colorism that is cast over the beauty community.
This essay argues that colorism remains prevalent in the cosmetic industry as
something that has become normalized regardless of the economic and social
detriment its occurrence has on society. The normalization and persisting
ignorance of colorism in society is a representation of the historical legacy
surrounding racial prejudices American society has yet to relinquish. This
essay traces the selling of whiteness as a commodity back to the early years
of the makeup industry in America to demonstrate that people of color have
long been an afterthought in ad campaigns, diversification of products, and
in society as whole. Ironically, diversity increases the economic potential of
companies in the cosmetic industry, and, more importantly, inclusion boosts
a person’s sense of confidence and helps instill a feeling of equality within
the consumer market and society, which is why it is so important that the
cosmetic industry diversifies.
