The Persistent Appeal of Skin Brighteners in Tonga
A beauty product seller reports that skin brighteners remain a staple among Tongan youth, a trend that has persisted since the early 2000s. This practice is deeply intertwined with colorism—a system of prejudice where lighter skin is favoured and darker skin is discriminated against.
"Skin whiteners and brighteners are commonly used in Tonga, according to seller Pauline Bourke."
Experts trace these entrenched attitudes back to colonial legacies and early anthropological classifications. Maile Arvin of the University of Hawaii notes that colonial-era anthropologists, such as Louis Sullivan, deliberately portrayed Polynesians as "whiter and nobler" than Melanesians, helping to establish a lingering hierarchy of skin tones.
Recent high-profile incidents highlight the ongoing nature of this issue. Black-Hawaiian actor Moses Goods faced a barrage of racist online comments after accepting an award at the Film Independent Spirit Awards. Similarly, May Hasola, representing Papua New Guinea at a 2024 regional beauty pageant, was targeted with colorist abuse solely for her skin tone.
Carolanne Toetu'u of radio station 531pi stated that such discriminatory attitudes are deeply embedded in Pacific culture. However, there are signs of a counter-movement. FestPAC, a major Pacific arts festival, is cited by Moses Goods as a vital opportunity to celebrate the region's diversity and directly counteract colorism.