The drama surrounding Chidinma Adetshina, a well-known pageant contestant, continues as she faces a backlash for promoting a skin-bleaching product while competing for the title of Miss Universe Nigeria.
Adetshina, who previously made headlines after being forced to withdraw from Miss South Africa due to a nationality dispute, is now making waves in Nigeria’s beauty scene.
In a video posted to her Instagram, the 23-year-old expressed her excitement, saying, "I'm looking forward to participating in Africa's most prestigious beauty pageant."
Despite her positive energy, the model's involvement with a skin-bleaching product has sparked outrage. Social media users, who have followed her since her time in Miss South Africa, were quick to criticise her endorsement of the controversial product.
Skin bleaching became more popular in the 1960s and 1980s when societal beauty standards began to glorify lighter skin, with significant influences from colonialism, Western ideals, and the media.
According to reports from “The Rise of Skin Bleaching in Nigeria: Colonialism and Beauty Ideals, The International Journal of Dermatology”, Africa, in particular, has seen a rise in skin-bleaching practices, with research showing that up to 77% of Nigerian women engage in some form of skin lightening .
While some people use these products to achieve what they believe is a "fairer" and more "desirable" look, the dangers of skin bleaching are severe.
Many creams contain mercury, hydroquinone and corticosteroids, and can cause irreversible skin damage, infections, and serious long-term health problems such as kidney failure and cancer.
According to a World Health Organization report: "Mercury-containing skin lightening creams and soaps are frequently marketed in Africa, Asia, and Latin America, posing significant public health risks including skin damage, neurological disorders and kidney damage."
Popular South African X user and entertainment commentator, Phil Mphela, wrote: “Yah ne … Chidimma. Now she has to delete products posts. If the skin bleaching brand is the sponsor of the Miss Universe Nigeria, then she had no choice as a contestant but to post the pics 🤦🏾♂️ Weh, Chichi. 😞 is all this worth it mara?”
Yah ne … Chidimma.
Now she has to delete products posts.
If the Skin bleaching brand is the sponsor of the Miss Universe Nigeria, then she had no choice as a contestant but to post the pics 🤦🏾♂️
Weh, Chichi. 😞 is all this worth it mara? pic.twitter.com/bElfiXLuQE
@mamtungwa_commented: “She betrayed herself, she could have rather stayed in SA & opened a YouTube channel.”
I am so worried about her, she won’t kill herself mara this one? Aka gowishi uyafokofa!😢
— Smarty (@MissyyyLP) August 26, 2024
@boyes_lydia commented: “Is promoting skin bleaching products not a bit antiblack, she is dark-skinned so I know she feels very uncomfortable but I guess she has to respect the brand and respect her country people but this is quite foul on a whole new level.”
Is promoting skin bleaching products not a bit antiblack, she is dark-skinned so I know she feels very uncomfortable but I guess she has to respect the brand and respect her country people but this is quite foul on a whole new level
— 🇿🇦Lydia😙🌹💕 (@boyes_lydia) August 26, 2024
While @dulakse43853 wrote: “Maybe most of her future work will come from Nigerian brands. And in Nigeria bleaching isn't a big deal. In Nigeria people who have been thin during their come up get brand deals with weight loss companies.”
Maybe most of her future work will come from Nigerian brands. And in Nigeria bleaching isn't a big deal. In Nigeria people who have been thin during their come up get brand deals with weight loss companies