What the Cuss?

How Bleaching Products Promoted Colorism in the 1950’s

I saw this on “SwirlQueen’s” Facebook feed, published in the 1952 issue of Jet magazine. You know, that magazine that’s supposed to celebrate black people??



What you’re looking at, ladies and gentlemen, is a damn-near-white black woman embracing her black kang. What was the message? “Listen dark butts! Use this cream and then maybe black men will want you!!” Unfortunately black folks were more than happy to co-sign this mess. Wait; they didn’t just co-sign–they reclaimed it, proclaimed it, and enforced it.

Not much has changed, has it? Whitenicious comes to mind…

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