Sarah Axtell, Brigham Young University
Social and Behavioral Sciences
The term “skin whitening” implies that one’s skin is whitened through engaging in some type of action. In Lawson’s Bay Colony, a northern suburb of Visakhapatnam, India, many women are engaged in skin whitening. While skin whitening is most commonly thought of as applying lightening creams, women say that skin whitening can also be done through actions like eating certain foods, staying indoors, or even just relaxing. Despite the large amount of women engaged in skin whitening, many of them say that skin whitening does not work. Through ethnographic research in Lawson’s Bay Colony, it became clear how skin whitening in a broad sense actually has nothing to do with the skin at all, so reports on the effectiveness of the creams or other skin whitening measures are not relevant. Rather, in the Indian context, it does not matter what happens to the skin through skin whitening because of the intricate connection between the soul and the body. So, when women say that skin whitening does not work, they are referring to how their body color does not permanently become lighter, but this does not mean that their soul/body is unaffected. Therefore, when a woman’s soul is lightened—or if it is already culturally white—her body is as well, so instead of skin whitening, women are engaging in body/soul or holistic whitening.