Tehreem Fatima
In a society where beauty is often measured by fairness, the obsession with lighter skin has become one of Pakistan’s most damaging cultural fixations. The recent crackdown by the Competition Commission of Pakistan (CCP) on mercury-based whitening creams has exposed an ugly truth long ignored — that the pursuit of “fairness” hides a dangerous health crisis and a deeper social prejudice.
The CCP’s Fair Trade and Market Intelligence wing found alarmingly high levels of mercury in popular cosmetic products being sold online and in stores. Mercury, a known neurotoxin, blocks melanin production — the very pigment that gives skin its natural tone. Its continuous use causes kidney damage, rashes, reproductive problems, and can even affect children through physical contact. Doctors warn that steroids and chemical compounds in such creams seep into the bloodstream, compromising the immune system and causing irreversible harm.
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Despite repeated health warnings, the demand for fairness products shows no sign of decline. Decades of manipulative advertising have equated success, love, and confidence with pale skin. Even today, commercials promise instant “glow” and social acceptance through chemical shortcuts. These false ideals perpetuate a form of cosmetic racism, convincing millions that beauty — and worth — depend on colour.
The problem is not only corporate greed but also social pressure. Families often reinforce these biases, urging daughters to “brighten” their complexion for marriage or status. This mentality, inherited from colonial and class-based hierarchies, has eroded self-esteem and created a market for poison disguised as beauty. The emotional cost is devastating — thousands of women and men live with permanently damaged skin and psychological scars that no product can heal.
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Globally, countries such as Thailand, Ghana, and the Philippines have banned mercury-laden creams and imposed strict penalties on misleading marketing. Pakistan must do the same, not only to protect public health but to challenge the cultural disease that glorifies whiteness. Laws must ensure transparency, regulate online sales, and prosecute brands that exploit insecurity for profit.
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The way forward lies in awareness. Campaigns promoting healthy skin, natural beauty, and diversity can shift perceptions. Schools, influencers, and families must teach that fairness is not a virtue and that every shade deserves dignity. Real beauty comes from confidence, health, and authenticity — not from bleaching creams that destroy both skin and spirit.
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Pakistan stands at a turning point. Banning toxic creams is only the first step; dismantling the bias behind them is the real battle. Until society stops equating beauty with whiteness, the market for pain will thrive. It’s time to celebrate every colour of our people — because fairness should never come at the cost of health, identity, or humanity.
