So Young So Pretty So White

Jamaica, India, South Korea, Ghana, Thailand, and the United States all have large communities of people who bleach their skin with the aid of over-­the-­counter cosmetic creams, medically ­assisted injections, and even household products. Though skin lightening products and services are heavily marketed in many countries, the topic of bleaching is often shrouded in secrecy. The actual act of bleaching generally occurs in the private sphere. It is an intimate act done in the privacy of one’s own home or behind the closed doors of a dermatologist’s office all in the pursuit of public approval, social elevation, or economic gain.

Blending cinema verité with personal interviews, animation, family photos, and archival footage, So Young So Pretty So White delves into the lives of men and women who lighten their skin. From a mother and aspiring actress in Los Angeles, to a young, cash­strapped college student in Bangkok, to a father and street vendor in downtown Kingston, the lure of lighter skin and the challenges to sustain the practice transcends national borders.

The film expands each lens by exposing multinational corporations like L’Oreal, Unilever, and Shisheda who exploit regional discrimination against people with darker skin tones. The use of clever, seductive, aggressive marketing to promote products like “Fair & Lovely” and “White Lucent” have led to a multibillion-dollar industry affecting millions of people across the globe.