‘If a sibling uses skin-lightening product, you may be more likely to use one too’: How family influence, culture & access fuel colourism

Speakers at the ‘Complexion of Change: Challenging Colorism Through Policy, Art, and Science’ discussion held at Goethe-Zentrum Hyderabad on Wednesday (October 7, 2026) | Photo Credit: By Arrangement

‘If a sibling uses a skin-lightening product, you may be more likely to use one too’. This was among the findings from behavioural research cited by the World Health Organisation (WHO) during a discussion on colourism in Hyderabad on Wednesday (October 7, 2026).

The discussion was part of ‘Complexion of Change: Challenging Colorism Through Policy, Art, and Science’, held at Goethe-Zentrum in Hyderabad. A documentary exploring global skin colour bias and the deep-rooted societal association of fair skin with higher status, beauty and success was also screened as part of the programme.

“Skin-lightening product use was not a single behaviour but was influenced by psychological, cultural and environmental factors,” said Ammaarah Martinus, Behavioural Insights consultant at the WHO.

The psychological dimension includes motivations such as wanting to appear fairer, younger or to fit into society. The cultural dimension includes the influence of families, communities and social networks. Mr. Martinus said research had found that people were more likely to use a skin-lightening product if a sibling used one. She also spoke about access to such products . In India, skin-lightening products could be easily purchased in local markets and supermarkets. “Interventions to address skin-lightening therefore need to work across all three levels rather than focus on only one aspect of the behaviour,” she added.