Decolonizing African Beauty and cease Bleaching and Eurocentric beauty standards.

In Africa, colonization had two main components. Infiltration: Stripping away culture, self, indoctrinating Africans and Appropriation: looting, pillaging the culture and treasure, commercializing and passing them off as their own while massively profiting at the expense of the colonized.


 


Infiltration: For centuries, Black people/Africans (especially Black women) have been conditioned to believe that our features are somehow less desirable. The full lips, wide noses, influences of European standards have permeated and persisted, skewing expectations of beauty for every ethnicity. 
 
Eurocentric features such as a pointy nose, lighter skin, thinner lips, straight hair, slim figure, wider eyes, blue eyes etc, are “beautiful”, everything else isn’t which has made skin bleaching a multi million dollar industry.

European colonialism shoved its traits and norms down the throat of Africans and infiltrated standards of beauty in every aspect. Beauty was measured by proximity to whiteness.

Appropriation: In the 1980s and 1990s, Black culture became so predominantly prevalent and relevant that Black features such as a bigger butt, wide hips, fuller lips, black gum, natural dreads, big lips etc, became associated with beauty and desire. Black women were always fetishized but it kicked into a higher gear.

The 00's saw an explosion of Black beauty appropriation that continues to this day. Up until then, our physical prowess and endurance had been exploited in sports, music and art, openly pillaged, looted and appropriated.

"The Black skin is not a badge of shame but rather a glorious symbol of national greatness" Marcus Garvey

African big butts, lips, thickness, hips are a multi-billion dollar industry of which we still see scraps. The "Blacker” you look, sound, are without being Black, the more desirable, the better the opportunities, the more influence you wield. Black is beautiful and profitable check out our African top models thriving because of their melanin, Alek Wek, Tyra Banks, Beverly Johnson, Adut Akech,  Lagum Aamito, Ajok Madel, Lupita Nyongo etc etc, so stop bleaching and embrace your African Beauty.

Decolonize beauty. 

We don’t want theirs. And it’s time for them to give us ours back. BLACK IS BEAUTY.

 

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