Exploring the prevalence of colourism in India, China, Japan, Vietnam, South Africa, Brazil, Argentina, Kenya, Australia, it traces its roots in history, scriptures, travel narratives, contemporary media and popular culture. How much did Colonialism and European imperialism contribute to the desire to be white? How has globalisation and the spread of consumer culture and western ideals of beauty helped exacerbate these issues? The author discusses these questions while looking at the aspirations for beauty and modernity among these societies and the growing popularity of the use of creams, lotions, and other methods to whiten the skin as a means to assimilate, emulate the West, and gain better prospects and life.

Lucid and topical, this book will be an essential read for scholars and researchers of race and colourism, sociology, social history, social anthropology, cultural studies, consumer economics, Asian studies and South Asian studies.