The cognate colourism also exists in English, but shadeism (sometimes spelled shadism) seems to be more widely used and understood.
Thanks to my student Shivon for this one. The short documentary below about shadeism was made by students in Toronto. The opening scene with the little girl who wants to be whiter is heart breaking. There is a short article about the making of the documentary here.
Shadeism from refuge productions on Vimeo.