Did you know that over 75% of people unconsciously associate lighter skin with success? As Kenya grapples with increasing cases of discrimination, it is becoming evident that the absence of a targeted strategy to fight colorism is worsening an already dire situation. Colorism—discrimination based solely on skin tone—affects many aspects of life, from social interactions and educational opportunities to career advancements and self-worth. In many communities, lighter skin is unfairly equated with beauty, success, and higher status, while dark skin is stigmatized and devalued.
Yvonne, a first-year student at Rongo University, is a victim of colorism. This bias, rooted in longstanding societal preferences for lighter skin, has haunted her since childhood. Yvonne, a dark-skinned woman, experiences discrimination both in her neighborhood and on campus. Growing up in an environment where fair skin was celebrated, she was constantly reminded that her dark complexion was a mark of inferiority. This prejudice has followed her into adulthood, affecting her academic life and personal self-esteem.
Yvonne recalled, “I was on my way to the shop when I encountered two gentlemen. One of them approached me and said, ‘You just caught my eye.’ His friend, visibly disgusted, remarked, ‘How can such a dark-skinned lady attract you when there are so many beautiful, light-skinned women on campus?'” These words, though casually spoken, cut deep. They challenged not only her appearance but also struck at the core of her identity, making her feel unworthy of admiration or love.
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I felt deep sympathy for her, as his words undermined her self-esteem and confidence, leaving her with the painful belief that she is not attractive enough to draw anyone’s interest. Such remarks, repeated over time, contribute to a cycle of self-doubt and internalized prejudice, with lasting negative effects on emotional well-being and social interactions.
Society should not judge people based on skin tone, as doing so diminishes their confidence—especially when no one chooses their natural complexion. This bias is deeply ingrained through generations of cultural conditioning. In many communities, fair skin is seen as a marker of privilege and success, while dark skin is mistakenly associated with poverty and lower social standing. These stereotypes are perpetuated not only through casual conversations but also by the media, where light-skinned faces dominate advertisements, films, and television shows.
Yvonne also mentioned that, in group discussions, some people refer to her as “that dark lady” instead of using her name. This dehumanizing label strips her of her individuality and reduces her to a single, superficial trait—her skin color. It serves as a constant reminder of the bias that overshadows her true personality, talents, and achievements, reinforcing the notion that her worth is determined solely by her physical appearance rather than her character.
She also faces discrimination in opportunities she believes she deserves. In many cases, awards and opportunities that should be granted based on merit are instead given to individuals with lighter skin. Whether it is in academic projects, job offers, or social invitations, dark-skinned individuals like Yvonne are frequently overlooked or sidelined—not because of their abilities, but because of their appearance. This not only limits personal growth but also contributes to a broader systemic inequality that undermines the potential of an entire segment of society.
I also came across Jacinta Amondi, who has experienced the harsh realities of being dark-skinned in Kenya. Her experience further highlights how pervasive and normalized colorism has become in everyday life. Jacinta’s encounter at a hotel was not an isolated incident but a reflection of a broader societal issue affecting countless individuals.
“I once went to buy takeaway lunch from a hotel. Because of my melanin, the waiter told me to wait until the ‘beautiful bebs’ were served first. I felt heartbroken because I arrived before they ordered, yet I had to wait—simply because of my skin tone,” said Amondi.
“Wacha kwanza ni serve warembo. Do you want them to keep waiting?” (Waiter’s words)
Amondi felt deeply dejected by her experience and questioned whether she was truly considered human enough to be treated equally. Her story is a stark reminder of the emotional toll that colorism inflicts on those judged unfairly by their skin tone.
Colorism can stem from various causes, including media representation. Films, advertisements, and the beauty industry frequently promote lighter-skinned individuals as the standard of beauty, reinforcing the preference for fairer skin tones. This relentless portrayal of beauty not only marginalizes dark-skinned people but also sets unrealistic standards that many feel pressured to meet. The media, a powerful influencer in modern society, plays a significant role in perpetuating these harmful stereotypes.
Social conditioning is another significant factor. Families and communities often pass down colorist beliefs from one generation to the next. According to many people I have spoken with, there is a prevailing notion that only light-skinned individuals are beautiful. Although deeply ingrained, this subjective view is influenced by historical and cultural biases. When internalized, such beliefs can cause long-lasting damage to one’s self-image and overall perception of beauty.
Economic and career opportunities are also heavily impacted by colorism in our country. Studies show that light-skinned individuals may receive better job opportunities and higher salaries due to subconscious biases in hiring practices. As a result, even highly qualified dark-skinned candidates can be overlooked simply because of their appearance. The economic implications are profound, as this form of discrimination limits upward mobility and reinforces a cycle of inequality that is difficult to break.
A similar phenomenon was observed in the USA, where colorism was deeply ingrained due to the legacy of slavery and segregation. Lighter-skinned Black individuals were often given privileges over their darker-skinned counterparts, creating a lasting divide within the community. The Civil Rights Movement of the 1950s and 1960s played a crucial role in addressing racial and color-based discrimination through laws like the Civil Rights Act of 1964, which banned discrimination based on race, color, or national origin. While these legal advances marked significant progress, the residual effects of colorism continue to influence societal attitudes today.
In Kenya, the issue of colorism is not merely a personal plight—it is a societal challenge reflecting deeper historical, cultural, and economic divisions. Without a dedicated strategy to combat this form of discrimination, the cycle of prejudice and exclusion is likely to persist. It is essential for community leaders, educators, and policymakers to collaborate on a comprehensive plan that addresses both the overt and subtle manifestations of colorism.
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Efforts to combat colorism must include educational programs that promote an inclusive definition of beauty. Schools, universities, and community centers should host workshops and discussions celebrating the diversity of skin tones, encouraging individuals to appreciate the unique qualities each person brings. By shifting the narrative from division to inclusion, society can begin to dismantle the harmful stereotypes that have long dominated our collective consciousness.
Media outlets also bear significant responsibility in this fight. They should strive to portray a more accurate reflection of society by featuring individuals of all skin tones in positive and empowering roles. This not only challenges narrow beauty standards but also helps reshape public perception. When the media embraces diversity, it sends a powerful message that beauty is multifaceted and that success is not determined by skin color.
Moreover, there is a pressing need for a legal framework that specifically addresses colorism. Although current anti-discrimination laws offer some protection, they often fail to explicitly cover skin tone as a basis for discrimination. Strengthening these laws and ensuring their rigorous enforcement could help mitigate the impact of colorism on job opportunities, education, and social mobility. Legislators must recognize the unique challenges posed by colorism and work toward creating policies that promote equality for all.
The fight against colorism is a multifaceted battle that requires both individual and collective action. Personal stories like those of Yvonne and Jacinta remind us that discrimination is not just an abstract concept but a lived reality with profound consequences. Their experiences underscore the urgent need for change—a change that must come from within society as well as from our institutions and policies.
Ultimately, combating colorism is about reclaiming the narrative of beauty and success. It is about recognizing that every individual, regardless of skin tone, possesses inherent worth and deserves equal opportunities to thrive. Only by challenging the status quo can we hope to build a society where judgments are based on character and merit rather than the color of one’s skin.
By Faith Oloo & Samwel Othieno, Rongo University.
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