Not in the Eye of the Beholder: Racialization, Whiteness, and Beauty Standards in Mexico

Abstract

This article explores the role “whiteness” takes on in Mexico, where colonial, religious, and social heritages elevate it as an aesthetic ideal, simultaneously denying its underlying racism. It argues that skin tone is one of many physical and nonphysical features that together shape the concept of whiteness in a context of fluid, relational, and intertwined categories of class and racial classifications. Women in particular are pressured to “whiten” their bodies in adherence to beauty standards that reflect the collective aspiration of the country’s ethnically mixed society. Using empirical evidence, the article outlines Mexicans’ aesthetic perceptions and explores their attempts to approach these through bodily presentations and adjustments. It then discusses how the local beauty industry acts as a practical tool and a discursive mediator toward racialized appearances. Possessing its own historical, political, and racial background deeply entangled with whiteness, this sector reinforces the subjective basis of discriminatory practices in Mexico.

Keywords

• whiteness
• racism
• Mexico
• cosmetics
• beauty
• gender
• blanquitud
• racismo
• México
• cosméticos
• belleza
• género