Nigerian Pop Singer Defends Skin Whitening: “White Means Pure”

Dencia Pure WhiteAfrican singer and creator of Whitenicious – a skin whitening product line – Dencia recently defended the message her beauty practices are sending. The now lighter skinned, blonde-haired entrepreneur sells the creams as a “dark spot remover for everyone,” but releases advertisements that display her as, essentially, a white woman.

When asked about the way she pushes her products, Dencia quickly became visibly upset. “Everybody has a choice to choose to look how they want,” she told the Channel 4 News anchor. “White, in general, means pure. When you have dark spots, a lot of people don’t feel clean, don’t feel pure.”

While the anchor tried to persuade Dencia to look at the negative effects of her beauty line on young girls, the singer harped on freedom of choice.


“I don’t care about her story,” she said when the topic of Lupita Nyong’o’s Essence speech came up. “I don’t know her. I’m an adult, and if I lighten my skin then that’s my choice, the same as bleaching my hair.”

Last month, Dencia spoke with Ebony regarding this skin whitening controversy saying, “Have I…Has my skin lightened from when…like from the past five years? Yes it has. It has. Has it drastically lightened? No it hasn’t. Is it what people are saying? No it’s not.”

Watch the full interview and Dencia’s color transformation on the next page.

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