
Im literally not sure how they could be more neutral, criticizing someone’s actions does not mean an attack on their person, and criticism, critical theory and critical framework is the reason we are able to say and conceptualize ‘colonialism’. Also, they certainly did not even imply that American brands beauty brands were better than Asian ones bc Asian ones were colorist, they’re continuing to look for more Asian brands.
I think you have a point that it is american centric and while the word colorism has a historical meaning that is different in America than in Asia, I still think its relevant given that there are racial dynamics that stratify to a lighter skin tone within Asian race politics like East Asia vs Southeast Asia, and on a smaller level even within countries as well. With China’s growing relations and work in Africa, and more racism and blatant discrimination against darker skin (used to associate
African immigrants as a backwards ppl as a whole), ‘colorism’ is very appropriate. I cant speak for OP but it is very clear a lot of Asian beauty brands promote lighter skin as desire able and superior to darker skin, incorporating many lines of products just for lightening and using models and editing pics for them to be paler than they already are. This post merely pts out an objective observation imo,