This article explores the role “whiteness” takes on in Mexico, where colonial, religious, and social heritages elevate it as an aesthetic ideal, simultaneously denying its underlying racism. It argues that skin tone is one of many physical and nonphysical features that together shape the concept of whiteness in a context of fluid, relational, and intertwined categories of class and racial classifications. Women in particular are pressured to “whiten” their bodies in adherence to beauty standards that reflect the collective aspiration of the country’s ethnically mixed society. Using empirical evidence, the article outlines Mexicans’ aesthetic perceptions and explores their attempts to approach these through bodily presentations and adjustments. It then discusses how the local beauty industry acts as a practical tool and a discursive mediator toward racialized appearances. Possessing its own historical, political, and racial background deeply entangled with whiteness, this sector reinforces the subjective basis of discriminatory practices in Mexico.

Drawing on ethnographic research conducted among parents living in the affluent neighbourhoods of Ipanema, Brazil, and El Condado, Puerto Rico, I examine how urban Latin American elites deployed their parenting practices as moral justification for their racial and class privilege (what I call ‘sovereign parenting’). One way in which they do this is by producing particular forms of affective relationships with their nannies. The women these upper-class parents hired were largely dark-skinned immigrants: from the Dominican Republic, to work in El Condado, and from the Brazilian Northeast, to work in Ipanema. I demonstrate how elites cultivated a form of ‘informality’ and expressions of care in relation to childcare workers in ways that not only produced whiteness as a pillar of Latin American liberalism, but also associated whiteness with the world of interiority and personal growth.