‘If a sibling uses skin-lightening product, you may be more likely to use one too’: How family influence, culture & access fuel colourism
A WHO-led discussion in Hyderabad explored the psychological, cultural, and environmental drivers of colourism and the use of skin-lightening products. Experts highlighted that family influence and societal biases linking fair skin to success significantly impact individual behavior.
Why it matters
Understanding the root causes of colourism is essential for developing effective public health and social policies to combat discriminatory beauty standards.
‘If a sibling uses a skin-lightening product, you may be more likely to use one too’. This was among the findings from behavioural research cited by the World Health Organisation (WHO) during a discussion on colourism in Hyderabad on Wednesday (October 7, 2026).
The discussion was part of ‘Complexion of Change: Challenging Colorism Through Policy, Art, and Science’, held at Goethe-Zentrum in Hyderabad. A documentary exploring global skin colour bias and the deep-rooted societal association of fair skin with higher status, beauty and success was also screened as part of the programme.
“Skin-lightening product use was not a single behaviour but was influenced by psychological, cultural and environmental factors,” said Ammaarah Martinus, Behavioural Insights consultant at the WHO.
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