By Nuren Nawar
The harsh reality of beauty standards in South Asia are simply kept quiet. As one grows up in a South Asian household, there is often hints at a preference towards fairer skin. It is believed the fairer your skin is, your beauty increases. This stereotype has been passed down from generation to generation, with stricter measures in older ones. This is accurately portrayed through history and within media.
Dating back, the British colonial period had a prominent impact on beauty standards in South Asia. The rulers, who were usually fair skinned, were seen as powerful and superior. They would rule the darker and native, pushing them towards labour. This caused a parallel between fair skin and successfulness. This era set existing standards and social hierarchies in stone, as lighter skin was slowly starting to imply a higher social status and desirability. Another perspective in historical context regards the caste system in South Asia which played a significant role in shaping beauty ideals. Higher castes, who were often associated with lighter skin tones, were once again considered superior.
The portrayal of beauty in South Asian media actively demonstrates the preference for fair skin. From Bollywood models to television commercials, actors with lighter skin are taking the spotlight. In Bollywood, many esteemed actors have fair skin, especially the “heroines” in films. This has turned out to be a standard when looking for the perfect bride. Skin products, such as Fair & Lovely, have been known to market themselves using fair-skinned models. Additionally, their marketing suggests a life filled with happiness and success, if a lighter skin tone is achieved with the help of their product. With the help of the media, societal perceptions on beauty have been significantly affected.
However, in recent years, there has been a growing movement to challenge and redefine beauty standards in South Asia. Activists, celebrities, and organizations are raising awareness about the harmful effects of colorism and promoting the acceptance of diverse skin tones. The effects being a danger for physical and emotional well-being, especially towards women. A main goal for many of the women in South Asia includes a life of marriage and settlement. The covet to be fair-skinned is only attempting to chase the standards of beauty and to be desirable. The help of the movements allows South Asia to progress in terms of acceptance of all skin tones.
Beauty standards in South Asia, particularly the preference for fair skin, are deeply rooted within historical and social contexts. These standards will always influence the majority of our world, however, there are efforts to redefine these norms. By embracing diversity and an inclusiveness for all skin tones, there is a hope for a future where beauty is celebrated in all forms, free from the constraints of colourism and discrimination.
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