“The blacker the berry, the sweeter the juice,” only applies to fruit. In the hot fields of the vast Caribbean, where lush vegetation covers the earth, a berry’s worth is determined by the darkness of its hue. Deep maroon coloring, for instance, promises a pleasant, supple experience for its devourer. But here, above ground, “the blacker the berry, the sweeter the juice,” is an ambitious, yet unfulfilled phrase that promotes darker skin as an element of beauty and as a weapon against white superiority and the light vs. dark complexion debate. It’s no secret that lighter skin is more widely accepted and revered around the world as a staple of beauty (although we thank Tupac Shakur’s attempt to shout-out the dark skin population in “Keep Ya Head Up”). Surprisingly, the reggae and dancehall music industry, with its call for action and freedom, has had a significant hand in driving these inferior messages. “I love my car, I love my house, I love my money and ting, but most of all I love my browning,” Buju Banton sings in his ode to light skin women, “Love me Browning.” Colonization and years of obvious “white skin is better” messages such as Banton’s, forced the brown and black inhabitants of the world to find various self-esteem based solutions. For some, it is as simple as embracing their blackness like Shakur, for others it’s seeking out lighter partners like Banton, but for others it’s the decision to “take care of the problem.” The skin-lightening industry, a $43 billion cash-cow and runnin’, has capitalized on the latter. From reggae and dancehall artist, Vybz Kartel to famed baseball player and Dominican, Sammy Sosa, skin lightening is spreading like an epidemic in the Caribbean culture and celebs have become the unofficial spokespersons. “Its no different than tanning,” says Kartel in a highly quoted interview. “When black women stop straightening their hair and wearing wigs and weaves...then I’ll stop using the ‘cakesoap’ and we’ll all live naturally ever after. Until then F**k you all.” Kartel received backlash in January after he was spotted with skin the color of steamed milk (a big difference from the roasted coffee he wore so effortlessly). Clearly, his desire to up his skin a couple of shades is an idea that he cherishes. According to skincareindustrynews.com, a website dedicated to news and information about the skin care industry, the skin whitening business has grown 6.8 percent since last year and is showing no signs of slowing down. Celebrities are exercising their influence over the increase.
“If [Sosa] feels [the skin lightening cream] is of good quality, it may be something he will be endorsing and marketing in the United States in the near future,” said Rebecca Polihronis, the former Cubs community relations employee, who spoke on behalf of Sosa in a public statement in 2009. Hundreds of people, who have followed in Kartel and Sosa’s footsteps, saturate the Internet with their “success stories” and before and after photos. Websites that cater to every skin lightening need—with creams, sticks and paste—have overnight shipping options and payment plans. “Because we are confident about the effectiveness of our products, we back our skin whitening and skin bleaching products with a 14-day guarantee. See inside for details,” boasts a skin-lightening website, fairandflawlessskin.com. The increase in popularity of skin whitening creams is also credited to the boost in safety of the products. Though the Florida Society of Dermatologic Surgeons does not have an official stance on skin-lightening creams, it does recognize that most of the creams are FDA approved. “Our FDA considers them to be safe at this point in time,” says Paula Baumgardner,
executive director of the FSDS. Hydroquinone was long used as the main ingredient in skin-lightening creams, but studies later proved that it causes cancer. A ban was later put on the ingredient and the industry is experiencing a major shift toward more natural products that are less harsh on the skin. Though less harmful, these safer products have proven more expensive. A 2.5 oz skin toner is $29.97 plus shipping and handling on fairandflawless.com, and a 0.5 oz of skin lightening serum is $63.95 plus shipping and handling on drvitaminsolutions.com. For many inhabitants of the Caribbean, make-shift creams made out of dangerous
materials are being used to avoid high costs. Household bleach, curry powder and even tooth paste are popularly used to lighten skin. In Jamaica, over-the counter skin lightening creams are not regulated by the government. According to Carribeanbeatz.com, “Hardcore bleachers use illegal ointments smuggled into the Caribbean country that contain toxins like mercury, a metal that blocks production of melanin, which give skin its colour, but can also be toxic.” Doctors have reported an increase in patients with disfigured skin and dark marks due to these household beauty methods. Though their health is in jeopardy, people of the Caribbean continue to spend their time, money and energy toward altering their natural appearance. “This is my new image,” said Kartel in a public statement. As reggae and dancehall fans continue to watch and internalize these messages, many can’t help but speculate about the next “face” of the skin lightening craze.
“This is my new image,” said Kartel in a public statement.
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