The model recently visited Nigeria to push her new Whitenicious x Blac Chyna lightening cream and received a barrage of criticism online
via Instagram / @whitenicious
Stripper-turned-beauty entrepreneur Blac Chyna has been accused of 'capitalising on colourism' after endorsing a skin whitening cream in Nigeria.
The launch, in partnership with skin care brand Whitenicious, is said to “lighten without bleaching skin out” and to “maintain skin’s firmness as it brightens and lightens”.
Chyna was in Lagos, Nigeria, yesterday to unveil the Whitenicious x Blac Chyna Diamond Illuminating & Lightening cream (£194.99).
Many skin whitening creams have been banned in the EU and Australia due to products containing hydroquinone and mercury, chemical compounds that can damage the liver and nervous systems.
Chyna’s product does not contain these ingredients, but she has been accused of exploiting the country’s attitudes to colourism.
The World Health Organisation estimated that 77% of Nigerian women use skin lightening products, the world’s highest percentage.
At 61%, India women are the second most frequent users and that figure is 40% in China.
According to retail analysis by Future Market Insights, in 2017, the global skin-lightening industry was worth US$4.8bn and is predicted to grow to $8.9bn by 2027.
In Nigeria ‘bleaching experts’ promise women a lighter skin tone in order for them to achieve their career and romantic goals.
Commenting on Chyna’s endorsement deal, model and race activist, Munroe Bergdorf, said: “Blac Chyna’s professional decision to front a skin lightening cream campaign, sends an awful message to women with darker skin tones worldwide, that lighter skin is more beautiful and something to strive for, which is utter bullshit.”
However, @BLACCHYNA's professional decision to front a skin lightening cream campaign, sends an awful message to women with darker skin tones worldwide, that lighter skin is more beautiful and something to strive for, which is utter bullshit.— ＭＵＮＲＯＥ 🌹🌹 (@MunroeBergdorf) November 22, 2018
Blac Chyna is not coming to introduce bleaching products into Nigeria, she is coming to get a piece of the already existent large market.— FAVOUR ONYEOZIRI (GCFR) (@Rouvafe) November 21, 2018
If you must be outraged, direct the outrage at our Government who neither legislate nor sensitize the populace on issues such as this.
Black people who hate their skin are sick in their head. #LighteningCream is commidification of racism into a cancer inducing cream. #BlacChyna should be ashamed. Love your black self all day everyday. pic.twitter.com/Dx34pao1ht— Mr Lee Jasper (@LeeJasper) November 26, 2018
Blac Chyna partnering up with Africa's bleaching king and queen to create a new face bleaching cream is beyond problematic.— Tops (@SincerelyTops) November 20, 2018
It's really rubbing me the wrong way, ain't no way in hell she would do that in LA. Exploiting Nigeria's colourism problem is disgusting
A former exotic dancer, Chyna rose to fame after appearing in a number of music videos and through her relationship with American television personality Rob Kardashian, Kim Kardashian’s brother.
In 2013, Chyna broke into the beauty industry with the launch of online boutique 88fin and her own brand of false eyelashes called Lashed by Blac Chyna.
In 2014, Chyna ventured into bricks-and-mortar with Lashed Cosmetics salon in California, US.
The 30-year-old shared the news of the deal with Whitenicious on Instagram.
“Lashed Cosmetics is pleased to announce our newest global partnership with Whitenicious,” she wrote. “Dencia [founder of Whitenicious] and I have combined over ten years; experience in the cosmetics industry.
Chyna added: “Lashed Cosmetics and Whitenicious were a perfect match to market our products in unison to reach a wider worldwide demographics.
“Both companies have a significant amount of international customers and the vision that they mutually share.
“Our philanthropic collaboration is to encourage and empower women. Thank you and stay tuned for all of our endeavours.”