Why do many African women continue to use damaging skin-bleaching cosmetics that contain dangerous chemicals (e.g., mercury) that may increase their rates of infertility, skin cancer, and serious skin/brain/kidney disease? To address this question, our study investigated motivations driving the preservation of skin-bleaching practices in Tanzania. We conducted qualitative interviews with 42 urban women in Dar es Salaam who reported engaging in skin-bleaching practices and who were a subset of a larger sample of women from a study investigating the prevalence of skin bleaching in Tanzania. Results yielded six thematic motivations behind the practice of skin bleaching: (a) to remove pimples, rashes, and skin disease; (b) to have soft skin; (c) to be White, "beautiful," and more European looking; (d) to remove the adverse affects of extended skin bleaching use on the body; (e) to satisfy one's partner and/or attract male mates; and (f) to satisfy and impress peers. These findings provide empirical support for skin bleaching being linked to self-objectification, colonialism, and Westernization. Skin bleaching is discussed in the context of other potentially harmful body modification practices in which women participate as a result of external and internalized standards of beauty. Implications for future research and potential practice and policy interventions are discussed.