Among Ghanaian youth today, skin bleaching, also called skin toning, is no longer a hidden act done behind closed door. It has crept into our everyday conversations, social gatherings, and, most visibly, our social media feeds. For many young people, the decision to bleach their skin isn’t just about beauty—it’s often a mix of peer expectations, online trends, and a desire to “belong.”
Peer influence is one of the strongest forces at play. In some circles, lighter skin is praised, noticed, and even equated with attractiveness or success. When friends or classmates openly use skin-lightening creams or boast about “glowing” after certain treatments, it creates silent pressure on others to follow suit. It’s not always direct encouragement; sometimes, it’s the fear of being the odd one out, the “too dark” friend, or the one who doesn’t “match the vibe” in group photos.
Social media takes this pressure and turns it up several notches. Every scroll on Instagram or TikTok comes with a wave of “perfect” images—often featuring influencers, celebrities, and even everyday people flaunting flawless, lighter-toned skin. The truth is, many of these photos have been filtered or edited, but to the viewer, they look like the standard to aspire to. Slowly, this shapes the idea that lighter is better, even when deep down we know beauty has no single shade.
Another reason bleaching feels “normal” to some young people is the way it’s packaged online. Influencers sometimes promote skin-lightening products like they’re just another beauty hack—without talking about the dangers. Comments sections are full of compliments, “likes,” and fire emojis, all reinforcing the idea that the results are worth it. For someone already feeling insecure, this can be the final nudge towards buying that cream or booking that treatment.
Many secondary school campuses across Ghana today, are not left out. The rampant use of skin toning products among students is alarming. What was once seen as an adult habit has now crept into the lives of teenagers, with some as young as 14 experimenting with bleaching creams, soaps, and pills.
Why is this happening? The answer lies in peer pressure, social media, and beauty ideals. On campus, being “fair” is often wrongly equated with beauty, popularity, and confidence. Girls, especially, feel the pressure when classmates, boys, or even school pageants seem to place lighter skin on a pedestal. Social media platforms like TikTok and Instagram only worsen the problem, flooding timelines with influencers and celebrities showcasing flawless light-toned skin.
What’s often missing in these conversations is honesty about the risks. Skin bleaching can cause long-term damage—skin thinning, scarring, kidney problems, and even higher chances of skin cancer. But these aren’t the things you see in glossy online ads. The focus is always on the immediate change, not the lasting harm.
To challenge this trend, we need to start where the influence begins. Schools, universities, and youth groups can create safe spaces to talk about body image, self-worth, and the health dangers of bleaching. Media literacy should be part of the conversation—helping young people understand that much of what they see online is staged, filtered, or paid for. And perhaps most importantly, change needs to come from within peer circles. When respected friends and influencers start celebrating natural skin tones, it sends a powerful message that you don’t have to change your skin to be beautiful, confident, or successful.
Changing mindsets won’t happen overnight, but every conversation, every honest post, and every peer who chooses to stay natural chips away at the belief that lighter is better. Our generation has the chance to redefine beauty—one that celebrates every shade and puts health, confidence, and self-love above harmful trends.
by: Maame Akua Kyerewah-Antwi.