On the long list of unrealistic beauty standards being embedded into the minds of today’s youth, modern society’s inherent obsession with fair skin sits atop. And particularly so, within the Asian community. This is evident from the numerous fairness cream brands that are endorsed. Legend says you’ve seen ads for “Fair & Lovely” more times than you’ve seen any other type of content on your TV. Brand endorsements like these create an idea that being fairer makes you more socially desirable, attractive and prone to success. With the implementation of the idea that having lighter skin provides a better life, especially to young audiences, it isn’t very difficult to see how this becomes toxic. 

But this obsession with fair skin was deep-rooted into our communities well before TVs or ads. South Asian countries’ intensive history shows us that being conquered and oppressed by light-skinned colonizers somehow created this belief that fair = superior. Associating light skin with power not only led to the propagation of this systematic belief in white superiority, but also seeing darker skin as undesirable. This belief along with most ideas and traditions, has been passed down from generation to generation. Surprisingly, the classist and racist notion is now a toxic trait forced onto young girls and boys.

Social media platforms become two sides of the same coin in this matter. On one hand it rightfully speaks against this and teaches users the importance of being proud of your most authentic self, whereas on the other hand it promotes this idea as the ugly face of influencer brands and beauty products. It becomes harmful when we take into consideration how extremely young and vulnerable users, are impacted wrongfully. It makes them believe only upon looking a certain way will they hold worth and value. 

But on a much brighter note, social media users also call out magazines and brands that supposedly white-wash their models, or endorse products that advertise against tanner skins. The root of these movements is never to be anti-white but to rather fight against the adversity darker skin faces. More importantly, how the colour of one’s skin should never have to be the measure of skill or personality. In a world of unwarranted hate and primitive beliefs, it is always gratifying to see messages of equality.