In Pakistan, and many other countries worldwide, skin lightening products are still prevalent.
One writer looks at why.
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Its a typical cold Sunday in Pakistan.
These ads feature two photos of the same model, wherein one photo has her complexion significantly lightened.
The billboards messagelighter is betteris enough to make those with a darker skin color feel diminished.
Despite the British leaving South Asia in 1947, the cultural preference for fair skin has not faded.
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Due to this, the skin-lightening industry is thriving.
They tell me their issues with dark skin and beg me to do something about it, she says.
There was this one client who brought her daughter.
She wasnt even in her early teens, but her mother wanted me to whiten her childs skin.
Dr. Syed tried to talk the mother out of it, but the mother refused to listen.
Any woman who is not as fair as their son, they will immediately cross her off.
The dark skin color comes back anyways, says Dr. Maria Syed.
I will discuss the procedures with my clients, she says.
But I do my utmost in persuading them to not take this procedure.
I tell them that it is both damaging and temporary.
Because of this, the market for over-the-counter products is thriving.
People will find many ways to get the job done, Dr. Maria Syed explains.
As are safer options like vitamin C serums.
But Sameen is positive about change.
I developed a thick skin.
And I also learned how I can still attain success in life despite my skin color, she says.
As she points out, Pakistani actressesMahira Khan,Ayesha Omar, andSanam Saeedhave actively rejected fairness cream endorsements.
Online, there are pages likeWomanistan, which promotes self-love and dark skin on its page.
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