I think it stems from colonisation by white people and the spreading of the idea that they were the epitome of the civilised educated beautiful people whilst all "other people" should be aiming to be like.
So in India you get girls using bleaches to be light like the bollywood actresses, who have 6 inches of plaster to make them appear lighter.
blue and green contact lenses to lighten up the eyes. Ashblonde or very light brow. Hair dyes again for the Caucasian look. girls refused for marriage due to not being light enough. Or ostracised my mil all her life for being too dark.
Dark= uneducated, ugly, evil all negative connotations
Light=beautiful, good, angelic, virgin all positive
African Americans relaxing their hair, getting weaves with real straight hair to look more "civilised" and less wild looking at work. Skin lightening is big with them aswell, look at controversy with a well known pop star who thinks she's got a halo .
Same thing happens amongst Arabs even though many of them are super light skinned, and chinese and Korean, which I don't understand they're light already?
I'm asian I would say I'm light skinned but not super light, not that it helps anyone. But my point is I was always told I was too dark by a parent. I never thght of colour until this parent put it into my head. she used to say it in front of the neighbours. The neighbours were astounded they'd be like there there she's so light how can you say she's dark. Even though they were defending me I'd be angry with them for implying I was fortunate for not being dark skinned?
I married a guy who is darker than me. one of my daughters has darker skin than me, when she was born a family member did not want to hold her. I could see it in her face, thankfully she wasn't my mum. but it hurts now still after seven years thinking about it. when they discussed her as people do with. Newborn they'd say no she looks nothing like her mum all her dad. Implying she is dark, not beautiful? My husband has a reddish tone to his skin. My skin is brown with more pinkish and yellowish tones.
Anyways rant over skin whitening does matter it's a multi million dollar industry if it didn't matter so much money wouldn't be spent producing garbage that will lead to cancer and other harmful diseases.