Skin lightening in Africa is not a new phenomenon. About 40% of African women bleach their skin according to a 2011 World Health Organisation report. In some countries the figure is higher: a staggering 77% of women in Nigeria, 59% in Togo, 35% in South Africa, 27% in Senegal and 25% in Mali use skin-lightening products. Colourism is not just prevalent in Africa but also across the world like India and other countries.