While beauty lies in the eyes of the beholder, the cosmetics industry isn’t taking chances with subjective opinion. It peddles a myopic vision of beauty to the gullible: Fair is beautiful or handsome.
The reinforcement of an artificial co-relation between light skin and beauty through aggressive marketing has reaped tremendous windfall for the cosmetics giants. India’s obsession with fairness reflects a colonial mindset and also has caste ramifications.
In 2017, the global skin-lightening industry was worth $4.8bn, and it is projected to grow to $8.9bn by 2027, fuelled by a growing middle class in the Asia-Pacific region. Little wonder then that Miss Universe and Miss world pageants were dominated by Indians.
According to a Confederation of Indian Industries report, the Indian beauty and cosmetics market size stands at $950 million and is projected to grow between 15 and 20 per cent. But now the Union government, fired by the awareness of the damage that skin-lightening products like cream and lotion cause, is thinking of amending the Drugs and Cosmetics Rules, 1945, to put an end to their indiscriminate use.
Let’s face it: Apart from triggering rashes, itchiness, and even abrasions, many of these products contain steroids, hydroquinone and bleaching agents, which are extremely harmful. Prolonged use of such products is linked to poisoning, skin damage and liver and kidney malfunction.
The growing confidence of men and women who are comfortable in their own skin is acting as a bulwark against false notions of beauty. It’s a long road ahead because it takes years to dismantle cultural stereotypes that are deeply ingrained in our psyche. We need to celebrate diverse ethnicities. In all fairness, beauty cannot be just skin-deep.
