Why Is This Nigerian Star Promoting Skin-Whitening Cream?

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dencia before

David Bloodsaw reports a Nigerian-Cameroonian pop star is endorsing a bleaching creme called Whitenicious. Dencia, the former mahogany-skinned singer is causing quite a stir among Nigerian social media networks. Apparently, the product works because she is now a pale white tone.

Whitenicious is supposed to be used for dark spots and is fast acting. The website claims that it is a natural moisturizing cream with powerful natural ingredients that will nourish your skin and lighten dark knuckles, knees and elbows.

Dencia has received much criticism via twitter due to endorsing the product. She is unfazed by the detractors and continues to endorse the product and re-tweet mentions of the product. Amazingly, the product sold out within a day. Whitenicious sells for $150.00 per ml.

The World Health Organization reports that Nigeria has the most users of bleaching products in the world. 77% of Nigerian women use these types of products on a regular basis. There are a few reasons for the high use in Nigeria. So-called western standards of beauty, social mobility and seemingly better marriage prospects fuel the high use.

There is a downside to using bleaching creams. Some creams contain high levels of mercury and may contain ingredients that cause leukemia. It is also reported to cause cancer in the liver and kidneys. The skin whitening business is a huge billion dollar business.

A common thread for the real reason for the high of these creams is self hate (to some degree) and low self esteem. The BBC interviewed Congolese hairstylist Jackson Marcelle who has been using injections for 10 years to bleach his skin. He told the BBC: “I pray every day and I ask God, ‘God why did you make me black?’ I don’t like being black. I don’t like black skin.”

Many women in Africa claim to use bleaching creams for their intended purpose, which is to lighten dark spots. Dencia’s before and after pictures is alarming.


  1. Renee

    January 18, 2014 at 11:18 am

    This is sad that black people like this woman is so self-conscious that she doesn’t accept her own skin that God blessed her with. She is falling right into the trap of what white Hollywood wants. She’s using a cream that’s called “WHITEnicious” because people and media don’t promote blacks to embrace their own skin. The define beauty as having light or white skin and long weave when it’s not beauty at all. Loving yourself and accepting yourself as you are is REAL beauty, not how this sick/shallow world defines it.

    • ERIC

      January 18, 2014 at 1:40 pm


  2. marcus davis

    January 18, 2014 at 2:01 pm

    I wrote about this same topic in another post,its a sad state of affairs that even now in 2014 some black folks still have mental issues regarding the color of their skin ,personally im sick to death of some of some of these simple minded black folks who just want to lighten up their features to be more acceptable to white mainstream garbage.They should boycott this singer and not buy her music.

  3. G

    January 18, 2014 at 3:39 pm

    I always thought Africans were proud to be dark and proud of their African ancestry. Wow! I thought it was an American thing this is truly sad when the people from the mother country/ the mother of civilization hates thier beauty. What do Black Americans have to model ourselves after…..we have no role models. I’m dark and I’m also black and proud. “Say it loud, I’m Black and I’m proud!”

    • Agent

      January 19, 2014 at 11:53 am

      Don’t forget one thing. Africa is a continent with 54 countries over a billion people living there. And this article is about Nigerian women not all African women. Don’t be confused, we Africans are proud of our dark skin, and cultures, there is a war against our skin and cultures over 400 years, they tried and still trying to wipe off our presence in this planet. But it’ll never happen. Remember no metter what!! There’ll still be a brainwashed house negro who’s willing to sellout his people to make his master happy.

    • Mimi

      January 19, 2014 at 3:24 pm

      Not all Africans are like that. Am a dark chocolate African and very very proud to be black!!! I would never trade my color and natural hair for anything.

  4. Commenter

    January 18, 2014 at 6:07 pm

    Sad to say, but unfortunately, the “new Dencia” is what White Americans like to promote and what Black men really want.

  5. A Newson

    January 18, 2014 at 10:35 pm

    SO SAdd!!!! for her and people who think like she does.!!!!

  6. blkfootblaque

    January 19, 2014 at 1:27 am

    The problem with black women are the black men themselves. I have seen by experience how the black man will degrade a black dark skinned woman. His ideal, may have come from the media too. He needs to read more. An uneducated black man is a dangerous man. In spite of himself, he will throw a white woman, in a black woman’s face to make her feel unwanted. Black woman are depressed from this. No one wan to to be put down or belittled. The black man will praise and hold a white woman up as a trophy, but they will not praise their own black woman in the same light.

    • Agent

      January 19, 2014 at 12:06 pm

      I agree with you, black men is the problem, in movies we prefer white women or light skin women over dark skin women, in music video we put dark ski. Women in the back and white or light skin women in the front. We are helping them to fight our own color, we are giving them the right to continue brainwashed our children to make them feel ugly with their skin color.

      • Victor Murray

        January 19, 2014 at 2:08 pm


  7. matt

    January 19, 2014 at 9:10 am

    Blkfootblaque, you hit the nail on the head and the sad thing about it is most bothers want get it.

  8. Kandie

    January 19, 2014 at 1:53 pm

    My opinion , is this if you feel better and are happy with the results. Then so be it!
    It still doesn’t erase what’s inside!
    Better to be Happy ~ THAN ~ sad!
    Just live your life.

  9. Kandie

    January 19, 2014 at 2:22 pm

    .Dear Mr. Jackson Marcelle, if you haven’t brightened up after 10 years of injections.
    Then obviously you need to get on the band wagon and use the $150 cream.
    However , 10 yrs and no permanent result then it must isn’t meant to be.
    Try asking God to give you better understanding and love for how you were created.

  10. Nev

    January 19, 2014 at 4:46 pm

    The world health organization’s statistic about the percentage of Nigerian women bleaching is pure crap! That is a misinformation, overbloated figures and total trash. I’m Nigerian and I am not in support of skin bleaching, but we don’t have that high number of women bleaching their skin.

  11. mina

    January 23, 2014 at 2:37 pm

    People of color are responsible for spreading the beauty of their people, NOT whites. Whites are spreading THEIR image as beautiful. In American for over 600 years, we have been indoctrinated with messages that Black skin is ugly. We KNOW that ALL people came from this “BLACK” skin. We KNOW that white people would NOT EVEN EXIST, if it weren’t for the beauty of Black skin. ALL colors derive from Black but NO color, other than white, derives frm white. WE are the beginning of humankind. We need to educate OUR CHILDREN, with the TRUTH of history, NOT the lies. If we do this, our children will make the corrections needed. They will not feel the need to “LISTEN” to the lies of history being told. They will KNOW the TURTH, be proud of who they are and elevate themselves. To expect a people who have lived for centuries of off LIES, to now tell the truth, is crazy. We must be bold enough to reclaim our heritage.

  12. Leana Datil

    April 23, 2020 at 6:55 am

    Many thanks really handy. Will share site with my buddies.|

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