7 Reasons why Nigerians should embrace skin lightening products

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Let's get real. It's time we stop pretending to be who we are not and start accepting ourselves for who we are. We are Africans, we are Nigerians and we are beautiful people. We have a right to define our own concept of beauty. It cannot be defined for us by western cultures. A majority of Nigerians will agree that a lighter complexion is more desirable. This does not mean dark people are not beautiful. Some people actually prefer a darker complexion. However, a lighter complexion is generally accepted as being more attractive. Let's not slice it or dice it. It is a fact. After all, blond bombshells like Marilyn Monroe and Madonna used to be the rave of western pop culture. Nobody complained about the brunettes being marginalized or the redheads loosing self esteem. Why should we not learn to be proud of our distinct and unique sense of fashion, style and beauty? We must carve our own niche in the beauty space.

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Here are 7 reasons why Nigerians should stop being hypocritical about their love for fairer complexion.

1) Skin colour is just another aspect of physical beauty

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If we don’t mind changing the colour of our lips (lipstick), the shade of our eyes lids (eye shadow) the colour of our cheeks (blush) and even the length of our hair (extensions) then for Gods sake what is wrong with a change in complexion? And it's not limited to women. Thousands of older Nigerian men are sporting hip younger looks by applying hair dye to cover those greys. The argument against skin lightening defies logic. 

2) It can be done safely and without risk to health

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Just as we can abuse alcohol by getting drunk we can also abuse skin lightening products by using them incorrectly. Nobody has banned alcohol or cigarettes for that matter. If used in accordance with laid down procedure and under the right conditions many skin lightening regimens and products are healthy and safe. It is a fact that several substances have been given a bad name over the years despite research proving they are safe (Kojic acid and hydroquinone come to mind) If you doubt me take time to read the latest reports from international regulators and do the research. The ban on hydroquinone by the EU is perceived as ill advised in many quarters. 

3) It is an Industry that can contribute to our national GDP

Skin lightening is huge business in countries like China, India, Japan and the Philippines. These nations are supporting their local industries and smiling home to the bank while Nigeria battles recession. The global skin lightening industry is expected to hit USD $20billion by 2020. Let's not even bother converting that to Naira at our current  exchange rate. Sadly in Nigeria we live in a state of self denial while an opportunity goes begging. It's an open secret that 4 of every 5 Nigerians is using a skin lightening product even as you read this article (you are most probably using one yourself!). Most of this money will benefit foreign countries. We need to open up and support safe and healthy skin lightening for those who choose to.

4) We can become global leaders in the industry.

By embracing the industry we can strive to improve the products and go even further by supporting research into locally sourced raw materials. Thousands of jobs will be created. Millions of jobless Nigerians will be engaged all along the business value chain. Multinationals will establish factories in order to capitalize on the opportunities created. Foreign investment will sky rocket.The millions of dollars now wastefully spent on importing these products can be spent on building industries and developing local content.

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5) We should compete with our peers such as India and Philippines

We should be able to compete on a global platform with other emerging markets. Nigeria is fond of arriving late to every party. We arrive just as every one else is about to leave. We are perennial late comers. It should not be the case with the skin lightening industry. We have a population to support a drive towards leadership in beauty care and this includes skin lightening products. Opening up the industry also enable us to provide more concise and effective regulation while ensuring adulterated and fake products are kept out of our markets.

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6)We need to remove the allure and mystery associated with skin lightening

Half of the problem is created when we surround the skin lightening industry with an aura of mystery. There is no magic involved. There is no juju priest casting beauty spells. It is a well researched field of dermatology. The substances used are in most cases safe and reliable. By opening up the industry we remove that element of secrecy that is so attractive to the unenlightened. We need to free up information and allow people to make choices. Beauty is a matter of personal taste. 

7) Beautiful Nigerians come in all complexions, shapes and sizes.

So what’s the big deal? The controversy is blown out of proportion.  Famous Nigerians are both dark and light complexioned. Agbani  Darego is dark complexion just like music icon Tiwa Savage. Omotola is fairer just as Bankky W and Ransom Noah are fair complexioned. In our various homes, in our families and places of work we have both fair and dark skinned individuals. It does not affect the quality of our relationships or the love and respect we have for each other. 

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In this seemingly trivial skin lightening matter our greatness beckons. Nigeria has a golden opportunity to define the skin lightening industry. Let's not blow it.