This book analyses the social and ethical implications of the globalization of emerging skin-whitening and anti-ageing biotechnology. Using an intersectional theoretical framework and a content analysis methodology drawn from cultural studies, the sociology of knowledge, the history of colonial medicine and critical race theory, it examines technical reports, as well as print and on-line advertisements from pharmaceutical and cosmetics companies for skin-whitening products. With close attention to the promises of ‘ageless beauty’, ‘brightened’, youthful skin and solutions to ‘pigmentation problems’ for non-white women, the author reveals the dynamics of racialization and biomedicalization at work. A study of a significant sector of the globalised health and wellness industries – which requires the active participation of consumers in the biomedicalization of their own bodies – Wellness in Whiteness will appeal to social scientists with interests in gender, race and ethnicity, biotechnology and embodiment.
1. Situating Skin -Whitening Biotechnology
2. Pigmentation Pathologies and Regenerative Whiteness
3. "Face North and Smile": Biomedicalization of Ageing and "Science Based" Whiteness Therapy
4. Racialising Consumption: Skin-Whitening and the Global Look
5. Entrepreneurial Innovation in Skin-Whitening Biotechnology: Ethical and Social Implications