Internalised White Ideal, Skin Tone Surveillance, and Hair Surveillance Predict Skin and Hair Dissatisfaction and Skin Bleaching among African American and Indian Women

Abstract

Women of Colour are subject to unique pressures regarding their appearance due to racialised beauty standards and the pre-eminence of White features (e.g., skin tone and hair texture). Through associated self-objectification, Women of Colour can face negative outcomes, including negative thoughts and feelings about body features, and can engage in potentially dangerous behaviours like skin bleaching. The present research investigated the connection between internalisation of White beauty standards and Women of Colour's dissatisfaction with their skin and hair as well as their use of cosmetic products to attempt to meet White beauty ideals. Participants were 149 African American women from the United States and 168 Indian women living in India. Results reveal that internalisation of White beauty ideals predicted skin tone and hair texture dissatisfaction as well as skin bleaching. Results also suggest that these associations are indirectly mediated by surveillance of skin tone and hair texture. Findings are discussed in relation to self-objectification theory and representations of racialised beauty standards. These findings suggest that in order to reduce the negative effects of internalisation of White ideals on Women of Colour, White standards of beauty ought to be targeted and dismantled. Broadening of beauty standards and increasing positive media representations of Women of Colour may also be important.

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