ABSTRACT
This chapter argues that current forms of the legacy of the slave trade such as institutional racism can be found in black women's skin bleaching and hair straightening. It also argues that skin bleaching and the desire not to wear natural hair is a sign of the idea that to reach optimal beauty or even just to look good is premised on the notion that white imagery is the 'norm' and natural black features are to be shunned as lacking in these qualities of white/light skin and straight hair. The chapter suggests that skin-lightening and hair straightening is more than just a fashion statement or a question of preference, and it is not in the least bit offensive to argue that subconsciously there is a desire to emulate the 'norm' of white beauty. It provides a critical relationship between skin-lightening, hair straightening and institutional racism.
