By Pheladi Sethusa and Nomatter Ndebele
Skin lightening treatments, reviled as part of an apartheid mindset pre-1994, have come back into fashion on campus .
“Yellow-bone”, the hip-hop term for light-skinned black people, has become the latest unattainable beauty standard to meet – along with size 32 hips, a DD cup size and a bulbous bum.
Posters for a company, “The Yellow-bone Factory”, have recently appeared on campus offering skin-lightening treatments to students.
Wits Vuvuzela called the number on the poster. Company founder Neo Mobita said the reason for the demand was simple: “Students want to be yellow-bones.”
How does it work?
Mobita said three treatment options were available: “Skin renew” body and face creams, pills and injections.
These treatments range in cost but even the cheapest and mildest of the pills – vitamin C prep – comes in at between R150 for the smallest bottle, and R1300.
Kojic acid was “more responsive”, said Mobita, because it “stops melanin from making skin darker”. These pills range from R1000 to R2000, depending on the size of the bottle.
General practitioner at the Execumed clinic in Killarney, Dr Safeera Kholvadia, warned against making use of any injectibles for “skin brightening” as they were “not regulated in South Africa”. People should be wary of products sold on posters and even online. Using unregulated dosages of any skin brightening treatment “could be deadly”.
“There is no cure for pigmentation, no matter what you use,” said Kholvadia. She explained that pigment cells dictated people’s colour. As soon as they stopped using the treatment, those pigment cells would override its effects. “Everyone is trying to tap into the market at the moment. Consumers should be very wary.”
Aside from being extremely expensive, skin lightening products – through making unnatural adjustments – were harmful not just to the skin but also to the mind and emotional states of users, Kholvadia said: “Usually there are deeper underlying issues for people who do this.”
What do Witsies say?
Although “The Yellow-bone Factory” targets students, the general sentiment among Witsies approached by Wits Vuvuzela was that skin lightening is unnecessary. Students were bold in their criticisms. David Manabile, 2nd year Education, said skin lightening was a ridiculous concept.
“When women do it, it means that they aren’t proud of their skin colour and their roots. I would never do it, because I’m proud of who I am and where I come from. I was born this way, I don’t feel the need to change who I am, to be something or someone else.”
Liveni Ndlovu, 1st year BA, said because “yellow-bones are seen as hot”, darker people are left being very self-conscious and not very confident about their looks.
Engineering PhD student Ntando James said: “I understand why women want to do it, because of the misconception they have that light skin is what all men are attracted to… If someone I was dating, or knew, wanted to do it, I would discourage them. There are serious repercussions and side-effects.
“You can get skin cancer and have bad reactions to all those chemical treatments and lightening cream(s). People just don’t think about it, but they do it because of an identity crisis, to fit into a ‘fake’ society.”[pullquote]“All women are or have the potential to be yellow-bones.”[/pullquote]
Amanda Dyandyi, 1st year Fine Arts, said skin lightening “puts people in a box. It’s like racism all over again but between black people.”
The official website of Mobita’s company contains a post that says: “All women are or have the potential to be yellow-bones.”
But the demand goes beyond gender and race, apparently. She said there were people who wanted to get darker too. “The Yellow-bone Factory” was currently experimenting with “crossing racial lines,” she said. “We can make you whatever you want to be, white, coloured, whatever.”