Amina Mire: Difficult the Cosmetics Business’s Colonial Assemble of Magnificence


Prof. Amina Mire

Girls of color around the globe are socialized into considering that magnificence means lighter pores and skin. By way of advertising, superstar tradition or social media filters, the aspiration to be brighter, lighter and glowing—inspired all through the cosmetics trade—continues to be fuelled by centuries-old racism.

Amina Mire, affiliate professor of Research in Race and Ethnicity in Carleton’s Division of Sociology and Anthropology, has been vocalizing the dangerous results of those colonial constructs of magnificence by her analysis for greater than 20 years.

“Society has been so ingrained to imagine that lighter pores and skin means you might be extra clever, extra civilized or fashionable,” explains Mire. “These with lighter pores and skin have held better social standing. The message being offered is that darker-skinned ladies ought to aspire to be lighter.”

Addressing Hidden Risks Behind Magnificence Advertising

By way of her work in biochemical practices within the world cosmetics and wellness industries, Mire was on the forefront in exposing the prominence of poisonous skin-whitening merchandise and the dangerous advertising practices behind them. As customers, ladies are, largely unknowingly, placing themselves prone to mercury poisoning and most cancers all within the title of lighter pores and skin, she says.

“This multibillion-dollar trade has been benefiting from the insecurities of marginalized ladies and in flip, persevering with to advertise dangerous advertising practices that create these exact same insecurities,” says Mire. “It’s a system that tells ladies you possibly can fragment, right and repair no matter a part of your physique that’s not good—together with your pores and skin.”

Mire’s robust curiosity within the skin-whitening phenomenon directed her profession path from political principle to sociology. She says the shift occurred serendipitously after discovering the prominence of skin-whitening merchandise on the cabinets of her then native, Toronto ethnic store.

“I used to be fairly horrified by the substances listing and started asking store homeowners and different ladies of color in the event that they had been conscious of the concrete well being dangers,” explains Mire. “Fairly quickly, I found how in depth the worldwide trade was and I needed to grasp the sociological parts as to why.”



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