“…Scholars have powerfully linked these colonial foundations to the past and present ways that beauty is bound up powerfully with economic and social value (Balogun & Dodds, 2021;Oza, 2001;Parameswaran & Cardoza, 2009;Pierre, 2008;Thomas, 2020). For example, scholars show how ideals of morality, respectability, worldliness, and self/national worth surfaces via beauty pageant ideologies and their performances, the dramatic rise in cosmetic surgeries for blepharoplasty, rhinoplasty and breast augmentation, hair weaves, and the huge growth and market share of skin lightening creams across South Asia and Africa (Edmonds, 2007(Edmonds, , 2008Farrales, 2019;Fritsch, 2017;Glenn, 2008;Gulbas, 2017;Ibañez-Tirado, 2016;Nadeem, 2014;Nichols, 2013;Picton, 2013;Thomas, 2012Thomas, , 2020.…”