In Pakistan, fairness is not merely a preference; it is a billion-rupee industry. We have seen a rapid surge in skin whitening clinics, complete with adverts boasting about “radiant,” “glowing,” or “European” “skin.” These skin-whitening treatments and pills exploded onto social media feeds, courtesy of aggressively marketed Facebook and Instagram ads and huge influencer promotions, appealing to young men and women who feel they have to live up to unattainable beauty standards.
But we get to the root of the issue: colorism. Fair skin is still viewed as more beautiful, more successful and as having more moral character in many regions of South Asian culture. Rather than addressing a deeply rooted colorism issue, this bias to beauty is feeding into the demand to fix the skin of people, especially young people who are being targeted to expect they will enter outcomes promising quick fixes heather they are and unregulated and with little understanding of the consequences of what the treatment involves. Glutathione IV drips, lasers and chemical peels are marketed as harmless interventions, with very few clients understanding the society impacts or risk factors to their long-term health and wellbeing.
Doctors and dermatologists warn that treatments given by an unlicensed clinic, and we have seen many complaints of serious complications including liver concerns, to skin thinning and permanent discoloration. Despite this risks and lack of public awareness or regulation, there is a booming skin-whitening industry.
With a significantly powerful narrative at play for our notions of beauty, we have to confront our obsession with fairness in Pakistan. This must start with regulation, honest marketing, and responsible media. But we also need to shift the model of beauty in ways other than skin tone and start to ask the question for everyone on “whitening” methods to well-being and worth.
