Gambiaj.com – (ADDIS ABABA, Ethiopia) – Olabanke Goriola, founder of the Shade Initiative, has raised alarm over how colorism within Nigeria’s entertainment and media industries is driving gender-based violence and perpetuating harmful beauty standards.
Speaking to The Gambia Journal, Goriola explained that dark-skinned women face entrenched discrimination in the media, in society, and even within their own families.
She cited World Health Organization data showing that about 1% of Nigerian women use skin-bleaching products, the highest rate globally.
According to her, light skin is still largely equated with beauty, success, and social acceptance, while dark-skinned women often endure subtle and overt forms of exclusion.
This, she said, pressures many women to alter their appearance in pursuit of social validation or professional advancement, particularly in Nollywood and other media spaces.
Goriola’s research explores the societal motivations behind skin bleaching and the severe consequences that follow.
These include skin irritation, kidney damage, and long-term psychological harm. “Many women start bleaching their skin at a young age because society projects that dark skin is undesirable. They believe altering their complexion is necessary to succeed socially or economically,” she said.
She stressed that colorism is far more than an aesthetic preference, it is directly linked to gender-based violence. “Men may ridicule dark-skinned women or exclude them as potential partners. In Nollywood, dark-skinned women are frequently cast as villains or witches,” she noted. “These stereotypes amount to psychological and social violence. They shape how women perceive their worth and limit their opportunities in society.”
Through the Shade Initiative, Goriola works to create safe spaces where girls and women can embrace their natural skin tones. The organization provides education, mentorship, and awareness programs aimed at challenging damaging societal expectations.
“We encourage women to celebrate their complexion and resist pressures to bleach. Our goal is to affirm that beauty and talent are not measured by skin tone,” she said.
She also underscored the need for better representation and reliable data in combating colorism. Positive portrayals of dark-skinned women in film, television, and advertising, she said, have the power to counter entrenched stereotypes.
“Representation matters. When women see successful dark-skinned figures in the media, it affirms that they too can thrive without altering their skin,” she stated.
Goriola called on industry stakeholders to take responsibility for transforming harmful narratives. “Producers and casting directors must be intentional about portraying dark-skinned women fairly. They should challenge stereotypes that equate lighter skin with value and success,” she urged.
She concluded that addressing colorism demands coordinated action across society, from policy enforcement to media accountability and nationwide awareness campaigns.
By linking colorism to gender-based violence, her research highlights a critical but often overlooked issue in Nigeria and underscores the urgent need to affirm the dignity and worth of all women, regardless of skin tone.
