The Obsession with Fair Skin and its Dilemma in Pakistan.

Complexion has become the reason for appropriate adjustment in life. In Pakistan, people with a dark complexion seemed to not get preferred in every aspect of life and could face problems regarding Marriage, job, adjustments of life. The dilemma of being dark in Pakistan raised serious concerns as it appeared to affect an individual's self-esteem and confidence.

Individuals of the subcontinent were never fair but it wasn't a problem a couple of centuries before owing to the fact color complexion was not considered a stigma in the subcontinent like it was in the west.

How it all started

After the British invasion, which remained for nearly two centuries, it affected the psychology of the subcontinent. Whole generations witnessed the rule of white people and their cruelty, power, and wealth.

As people of the subcontinent were dark so it was considered that being fair color is playing a part for their glory, and it affected the subconscious so deeply that even the generations after British rule are still obsessed with fair skin. This delusion has overblown people's life.

The dilemma of fair skin is apparent cause it has overripe the life of the population of millions. Moreover, the media of the west exerted influence in the subcontinent that white people are enjoying more power, are beautiful and attractive, wealthy and fortune.

Skin complexion is considered an essential part of the female's beauty. It evidently affects their marital prospects, job prospects, and social prospects because girls with dark complexion often get bullied and it high-flow their mental health.

Mental Health 

Mental health is a very critical issue in recent times studies has shown its effect on physical health,

confidence, esteem, and self-respect. Popular studies show poor mental health causes depression and stress which in result causes infertility in females.

 Mental health is an issue that is highlighted on global platforms because of its consequences in the performance, efficiency, and productivity of one's self.

Fuel to flame 

The industry saw this complexion as a gap in a society and initiated the marketing campaign for fairness creams, their marketing strategy was the icing on the top of the dilemma of fair skin obsession.

Commercials showed dark girls being sad and unmarried but turned happy and got married after using fairness creams.

This dilemma rooted strongly as the multi-billion market has created by this obsession and multi-national companies have their stakes in it, everyone wants a piece of this market of billions of people. Sub-content is divided into three parts but stuck with the same problem of being conscious about their skin color.

The solution to it is very hard because it has a history of more than two centuries.

Different campaigns on social media are launched to raise awareness about being comfortable in the way you are, But its a challenge to change the mentality of about a quarter of earth population in the subcontinent.