Some cultures have contributed to "colorist" beliefs that light hair and blue eyes are the standard of beauty. People who fall victim to this altered vision have gone as far as skin bleaching and extreme toxic paths that have contributed to the deaths of women trying to stay fashionable. Countries like India victimize women by privileging lighter skin. Africa is a predominantly dark-skinned continent that has accepted the "death trap of light skin"; a country that should be praising rich cocoa skin, or darker skin native to India, has started praising European skin. The colorist vision projected by society and the media leads to the exploitation and death of some who have adhered to colorist ideals. Colorism can be found all over the world. The term is generally used to indicate the phenomenon of discrimination against people within their own ethnic group. The phrase colorism refers to when lighter skin tones are preferred and darker skin is considered less desirable within an ethnic group or vice versa, darker skin is more desirable than white skin. The issue of colorism is rampant. The focus of this article is the case that causes young dark girls to feel inferior to girls with lighter skin because society and the media believe that lighter girls are more beautiful. The issues surrounding this issue include men and women undertaking dangerous procedures to achieve clearer, “prettier” skin. The world's perception of beauty is predominantly oriented towards people with lighter skin. History shows that white people proclaimed their beauty to the world through colonialism and slavery. The natives of the county were forced to recognize the self-proclaimed "beauty" of the Europeans. In South Africa the apartheid system kept the races "separate", and the system ...... middle of paper ...... and consciously and unconsciously. Women are sometimes forced to whiten their skin. Indian skin whitening companies convey the message that if a woman is not fair she is not lovable or that she will not get married or succeed in her job unless her skin is extremely light or fair. Surveys show that when looking for a wife, Indian men value lighter skin based on the woman's educational level, "... in India, where marital success can depend on light skin... reveals the reality that if a woman seeks to be married in most cases is expected to lighten her skin if she is dark. Generally the phrase colorism refers to the preference for lighter skin within one ethnicity or vice versa, for darker skin across ethnicities. , although this is not as common. The effects have caused death of women whose insecurities have been exploited by the beauty industry.