By Jennifer Nerkie Kenney
Skin bleaching in Ghana is no longer just a cosmetic choice but a growing public health concern driven by deep-seated social attitudes and widespread misinformation, Dr. Kofi Ansah Brifo, Founder of Skin Foundation Africa, has warned.
According to Dr. Brifo, the practice, which is projected to become a multi-billion-dollar global industry by 2027, is rooted in long-standing beliefs that associate lighter skin with beauty, intelligence, and success, exposing both adults and children to serious health risks. He made these remarks on GTV’s Breakfast Show on Monday, December 22, 2025.
“Skin bleaching is fuelled by colourism and misinformation,” he said.
Dr. Brifo explained that historical and cultural perceptions of skin tone have influenced people’s decisions to lighten their skin, noting that in the past, affluence was often linked not only to body size but also to lighter complexion. These beliefs, he said, continue to shape attitudes today, especially among young people.
He added that modern trends, including social media influence, body enhancement, and tattoos, have also contributed to the rise in skin bleaching, as some individuals lighten their skin to make tattoos or body features more visible.
“These trends have normalised the practice and made it more attractive to the youth,” he noted
“There’s a history to this, where lighter skin was associated with beauty and success, and those ideas have persisted over time,” he stated.
Dr. Brifo expressed grave concern about the increasing practice of skin bleaching among children, describing it as a dangerous and alarming development. He noted that some parents apply lightening creams to their children due to societal pressure or misconceptions about genetics and skin tone.
He explained that children’s skin is more vulnerable because it absorbs chemicals more easily due to its larger surface area and underdeveloped protective layers, making them more susceptible to harmful effects such as stretch marks, thinning of the skin, and long-term complications.
“The scary part is that we are now bleaching our kids, and that is something we need to talk about seriously,” he said.
He further revealed that many products marketed as “organic” or “natural” are often misleading, as some sellers secretly mix potent steroids into shea butter or moisturisers to achieve quick lightening effects. According to him, both cheap and expensive bleaching products ultimately cause harm, differing only in how fast the damage appears.
Dr. Brifo warned that prolonged use of these products suppresses melanin production, weakening the skin’s natural protection and increasing the risk of infections and other complications, including skin cancer in severe cases.
“Some people think they are just using shea butter, but behind the scenes, potent steroids are being mixed into these products,” he stated.
Addressing common skin conditions such as acne and hyperpigmentation, Dr. Brifo advised against self-medication and reliance on market products. He stressed that while steroid-based creams may offer temporary relief, they do not provide permanent solutions and often worsen skin problems in the long run.
He urged the public to seek professional dermatological care early, rather than resorting to bleaching products that may initially lighten the skin but leave darker patches more pronounced over time.
“If you have acne or hyperpigmentation, please visit a clinic instead of going to the market for steroid creams,” he said.
Dr. Brifo also highlighted the psychological and emotional challenges faced by individuals trying to stop skin bleaching, noting that negative comments and societal pressure often push people back into the practice. He revealed that a significant number of patients struggle not because of physical symptoms, but because of discouraging remarks from others.
In some cases, he said, psychological support is necessary to help patients cope with the emotional impact of reversing skin bleaching and rebuilding self-confidence.
“About 70 per cent of complaints in the consulting room come from what people say about the patient, not from the patient themselves,” he explained.
He emphasised that while some effects of skin bleaching can be reversed if harmful products are stopped early, others are permanent, making prevention and education critical. He called for stronger collaboration among regulatory bodies, health professionals, educators, religious leaders, and the media to tackle the issue holistically.
Dr. Brifo commended the Food and Drugs Authority (FDA) for its efforts but stressed that more needs to be done, particularly in empowering communities and reshaping societal narratives around beauty and skin colour.
“We want people to know that you can have healthy, glowing skin without using harsh products,” he said.
Concluding, Dr. Brifo said Skin Foundation Africa remains committed to public education and advocacy, working with institutions such as GTV and international dermatological bodies to raise awareness, especially among young people. He warned that without sustained action, skin bleaching among children could escalate into a future public health crisis.
“If we don’t act now, especially where children are concerned, this could become a pandemic in the future,” he stated.
