‘cool like me wash mi face wid di cake soap’
Why do so many Jamaicans still reach for lighter skin tones decades after colonial rule ended?
As someone born and raised in Jamaica it has always been glaringly obvious how deeply rooted Eurocentric values like the western beauty standards of the pale/ white skin is just one of the most sought-after highlighters of beauty that is unfortunately still upheld in a predominantly black and emancipated Jamaica.
Beyond social mobility, many Jamaicans bleach for style and self-expression. For instance, Adijah Palmer also known as Vybz Kartel is one of Jamaica’s most iconic dancehall artistes and often credited with popularising skin bleaching as a trend in dancehall culture and among Jamaicans with his hit songs such as “cake soap” and “look pon we” where he declares “cool like me wash me face wid di cake soap” and “di gyal dem love off me bleach out face”. In a 2011 On Stage interview with Winford Williams, Kartel defended his stance stating that he was simply “a representation and voice of dancehall, which according to him mirrors the Jamaican lifestyle, Kartel argued that skin bleaching was already apart of the culture and denied being held responsible for influencing the choices of others” including the youths of Jamaica, just because he too bleaches or glamorises bleaching.
When asked if he feels responsible for perhaps undoing years advancement in the black community with the glamorisation of skin bleaching Kartel argued that he bears no social responsibility for cultural trends, stating, “ I am an entertainer not a social, political or religious leader, I get paid to entertain, this is all entertainment and with regards to the advancement of black people or lack thereof skin bleaching is not a high factor on the list of things that prohibit the advancement of black people but rather things like our colonial past, lack of social understanding and education are higher on that list”, explicit in his views of skin bleaching as a fashion choice he suggests that skin bleaching has morphed over the years into a trend Kartel even likens skin bleaching to a black woman straightening her hair, explaining that hair straightening is no longer seen as self-hatred, oppressive nor does it mean she wants to be white it is just a process that makes her hair more manageable or she just likes it, he mentioned that for him personally he participated in skin bleaching so his tattoos stood out more.
In Jamaica skin bleaching is a complex practice shaped by a mix of historical, cultural, and social factors. From the lingering effects of colonialism and colourism to modern beauty standards promoted in media, many Jamaicans feel subtle pressure to adopt lighter skin for perceived social or economic advantages. For some, it’s a way of redefining identity or fitting into social trends. Despite these reasons, there are many health risks associated with using skin bleaching products.
Ultimately, skin bleaching in Jamaica reflects a broader conversation about trends, identity, self-worth, and societal standards of beauty. “As these trends evolve, could they be reshaped to foster a renewed appreciation for natural Black beauty?
