Sunday, June 26 2022
Top Posts
3 DIY Hotpot Recipes You Can Make at...
5 Tips to Keep Your Hair Sweat-Free During...
Fawad Khan to Make Debut in Ms Marvel...
“Women Can Accomplish Anything They Set Their Mind...
TikTok Releases First Album of Viral Hits
Mehwish Hayat Makes Her Debut as a Djinn...
‘Girls are No Less Than Boys’ Says Pakistani...
Punjab Government to Provide Scooties to All Female...
Is Akshay Kumar’s Upcoming Film ‘Raksha Bandhan’ a...
On This World Music Day, Spotify Celebrates K-Pop...
  • About Us
  • Write for Us
  • Careers
  • Privacy Policy
  • Terms Of Service
  • Contact Us
WOW 360
  • LEADHers
  • Culture
  • Lifestyle
  • Entertainment
  • Business
    • EFFIE AWARDS 2021 EFFIE AWARDS 2022 Entrepreneur Media Marketing Startups Success Stories Sustainability All
      Business

      CEO’s Share Inspirational Stories on the Different Challenges They Faced

      January 26, 2022

      EFFIE AWARDS 2021

      PAS Holds its Second Virtual Effie Awards Gala Night

      July 15, 2021

      EFFIE AWARDS 2021

      Effie Awards 2021: Categories & Winner’s List

      July 10, 2021

      Business

      Highlights from the Effie Awards Jury Sessions 2021

      June 30, 2021

      EFFIE AWARDS 2022

      Effie Awards 2022: Categories & Winner’s List

      April 2, 2022

      EFFIE AWARDS 2022

      Effie Awards 2022: Ehmer Kirmani, Imagery Producer & Film Director Talks About the…

      March 21, 2022

      EFFIE AWARDS 2022

      Leading Women in Pakistan’s Media Marketing & Advertising Industry Share Their Opinion on…

      March 3, 2022

      EFFIE AWARDS 2022

      Effie Awards 2022: Aly Mustansir, Medialogic Pakistan Gives Us Insights on Trends with…

      March 3, 2022

      Entrepreneur

      Daraz & Femprow Come Together to Increase Contribution of Women Entrepreneurs in Pakistan

      May 30, 2021

      Entrepreneur

      5 Women Led Food Business in Karachi That You Must Try

      February 7, 2021

      Entrepreneur

      Pakistan Moves Closer to Train One Million Youth with 100+ eCommerce and Digital…

      February 6, 2021

      Entrepreneur

      Untold Recipes by Nosheen Features Traditional Authentic Pakistani Food Recipes: Interview

      January 15, 2021

      Media Marketing

      Creating More Jobs for Women & Promoting Gender Equality: Khaadi Welcomes $25M Investment…

      May 31, 2022

      Media Marketing

      inDriver launches “Food Ka Pakistan” a Flavorful Journey Project in Collaboration with Bon…

      May 30, 2022

      Media Marketing

      Why Butterfly Sanitary Napkins are the Best & Women will be Disappointed if…

      May 27, 2022

      Media Marketing

      KE’s Roshni Bajis Connect with Over 380,000 Households

      May 27, 2022

      Startups

      5 Pakistani Women-Led Startups That Are Making Waves

      June 8, 2022

      Startups

      Pakistani Startups Raised $375M in 2021

      January 5, 2022

      Startups

      First Women Entrepreneurs in Pakistan’s Fintech Space Raise $3 M for Oraan to…

      September 28, 2021

      Startups

      5 Online Businesses Women Can Start from Home

      July 19, 2021

      Success Stories

      5 Pakistani Women in Business & Technology Who Are Changing the World

      June 6, 2022

      Success Stories

      Pakistani Dur-e-Aziz Amna & Shawana Shah Make it to Forbes 30 Under 30…

      May 30, 2022

      Success Stories

      Pakistani Eye Surgeon Who Works as VA on Upwork Receives Help from Entrepreneur…

      May 6, 2022

      Success Stories

      Because She Can: Wardah Moazzum Amin Ophthalmology Resident at AKUH on How She…

      April 7, 2022

      Sustainability

      Alia Bhatt Makes a Sustainable Fashion Statement by Using 180 Textile Patches &…

      April 18, 2022

      Sustainability

      Effie Awards 2022: “Sustainability will be Part of Briefs, Conversations in Marketing &…

      February 22, 2022

      Sustainability

      Pakistani Artist Sara Shakeel Accuses Fast Fashion Brand SHEIN of Stealing Her Artwork

      October 20, 2021

      Sustainability

      Al Karam’s Winter Campaign Receives Backlash for Promoting New Outfits For Every Occasion…

      October 20, 2021

      Business

      Pakistani Eatery Swing Continues to Use Gangubai Kathiawadi Ads Despite Backlash

      June 20, 2022

      Business

      Pakistani-American Suneera Madhani’s Enterprise Becomes Orlando’s First $1 Billion Fintech Unicorn

      June 18, 2022

      Business

      Zara Turkey’s Latest Ad Receives Massive Backlash & Outrage Over Disrespect of Food

      June 16, 2022

      Business

      Pakistani Brand Jam-e-Shirin to Take Appropriate Action After Placement Without Permission in Dua…

      June 16, 2022

  • News
    • News

      Fawad Khan to Make Debut in Ms Marvel as Kamala’s Great Grandfather?

      June 25, 2022

      News

      Punjab Government to Provide Scooties to All Female Employees

      June 22, 2022

      News

      5 Pakistanis Nominated For TC Candler’s ‘The 100 Most Beautiful Faces 2022’

      June 22, 2022

      News

      #GirlsEduMatters Trends on Twitter in Pakistan

      June 20, 2022

      News

      Pakistan’s First Diaper Station in Men’s Room Opens in Dolmen Mall Karachi on…

      June 19, 2022

  • Tech
    • Technology

      TikTok Releases First Album of Viral Hits

      June 24, 2022

      Technology

      Pakistani TikToker Arrested & Fined for Recording Video in Masjid-e-Nabwi

      June 11, 2022

      Technology

      Apple Announces iOS 16, MacBook Air & MacBook Pro with M2 at WWDC…

      June 7, 2022

      Technology

      Safar Saheli: Govt to Launch App for Women Safety During Commute

      June 4, 2022

      Technology

      Meta introduces special designed Earth Day stickers and features across their platforms to…

      April 22, 2022

  • Sports
  • Video
    • Culture Effie Awards Entertainment LEADHers All
      Culture

      Dr. Mahwish Sharif is the First Hearing Impaired Doctor from Balochistan & an…

      May 31, 2022

      Culture

      IWD 2022: Sanam Saeed, an establish actress talks about how she chose to…

      March 8, 2022

      Culture

      IWD 2022: Rida, a mechanical engineer talks about how she chose to #breakthebias

      March 7, 2022

      Culture

      How to obtain Turkish citizenship with a Pakistani passport

      October 26, 2021

      Effie Awards

      CEO’s Share Inspirational Stories on the Different Challenges They Faced

      January 26, 2022

      Effie Awards

      Highlights from the Effie Awards Jury Sessions 2021

      June 30, 2021

      Effie Awards

      What does empowerment mean to you?

      February 18, 2021

      Effie Awards

      Effie Pakistan Jury Members Share Their Opinion: Local Brand Ambassador Vs Foreign Brand…

      February 16, 2021

      Entertainment

      Indian Filmmaker Alankrita Shrivastava to Direct Film on Pakistani Social Media Star Qandeel…

      May 18, 2022

      Entertainment

      WOW360 ‘Here & There ‘ with Ayesha Omar and Ahsan Khan Unveiling Rehbra

      April 25, 2022

      Entertainment

      In the spotlight with Mohib Mirza & Sanam Saeed on Ishrat Made in…

      March 3, 2022

      Entertainment

      Ali Rehman Khan is “On the Throne “ in Badshah Begum with WOW360

      March 1, 2022

      LEADHers

      Tanzila Khan is the First-Ever Amal Clooney Women’s Empowerment Award Winner from The…

      June 20, 2022

      LEADHers

      “Sports is an important platform to raise awareness on many important issues”, Rubab…

      March 16, 2022

      LEADHers

      Pakistan’s Leading Psychiatrist Dr Ayesha Mian Talks About COVID, Impact of Social Media,…

      January 28, 2022

      LEADHers

      WOW360 LEADHers featuring Dr Ayesha Mian (Pakistan’s leading psychologists) with Farhat Kapadia Mehboob

      January 14, 2022

      Video

      Tanzila Khan is the First-Ever Amal Clooney Women’s Empowerment Award Winner from The…

      June 20, 2022

      Video

      Dr. Mahwish Sharif is the First Hearing Impaired Doctor from Balochistan & an…

      May 31, 2022

      Video

      Candid Conversation with Sania Saeed on Kamli, a film by Sarmad Khoosat

      May 24, 2022

      Video

      Indian Filmmaker Alankrita Shrivastava to Direct Film on Pakistani Social Media Star Qandeel…

      May 18, 2022

CultureEditors' PicksFeaturedLifestyleSocial Issues

Dark And Lovely: Why Are Pakistanis Still Obsessed With White Skin?

by Web Desk June 11, 2020
written by Web Desk June 11, 2020
LEADHers

Over decades, our society has been obsessed with ‘fair skin’ making it a profitable market for whitening creams brands and skin- lightening treatment practitioners.

While international celebrities are spending a hefty amount of money to appear tanned and prefer a dusky skin tone, Pakistani women vie for lighter skin to be called ‘beautiful’.

Unfortunately, dark skinned women in our society are pressurized to get “white” in order to get a good proposal or sometime a reputable job in a few organizations. This has been conveyed by whitening brands through advertising and also a ‘colonized’ cultural mind set.

Adaptive-Tec

Moreover, many local celebrities are rumored to have undergone fairness treatments in order to get a prominent role in movies and TV serials.

However, there are also actors including Iqra Aziz, Mansha Pasha, Ushna Shah, Amna Ilyas, and Nadia Jamil who are against such brands and always embrace their natural skin tones.

View this post on Instagram

#meat20challenge

A post shared by Ushna Shah (@ushnashah) on May 9, 2020 at 1:52am PDT

They have rejected endorsing skin whitening creams and have won the hearts of their fans and followers with their decision.

The gorgeous model turned actress Amna Ilyas has always been vocal about how the showbiz industry has been discriminatory towards her because of her dusky skin.

View this post on Instagram

Baby, you’re the highlight of my high life! 🌸 Wearing: @parniyaanbyayesha

A post shared by Amna Ilyas (illy) (@aamnailyas) on May 29, 2020 at 3:08am PDT

In one of the interviews, the Baaji actress said:

I’ve gone through phases in my life where I have been constantly depressed. For example, I started out at the same time as Ayyan, who everyone knows is not only drop-dead gorgeous but also fair. We were contemporaries, yet for a period of time Ayyan was getting all the work and I was getting nothing. That was really tough. Luckily I had good friends to support and encourage me. Television and ad campaigns preferred the gora faces so I turned my attention towards editorial work and found my strength.

Similarly, another talented actress Iqra Aziz also denied endorsing whitening cream brand last year despite being promised a good amount of money.

The news was revealed by her husband Yasir Hussain through his social media accounts with the caption:

Kal iqra ne aik (whitening cream) ka advertisement karny se mana kar dia jo society mai complex phelany k Bohot sary paisy bhi offer kar rahy thy . Juratmandana aur sahi Qadam uthaya aap ne (Yesterday Iqra turned a whiteness cream endorsement offer down. They were even offering her a hefty amount as well for spreading complex amongst the masses)

Have a look at the post below!

View this post on Instagram

@iiqraaziz I love you even more for what you did yesterday . Yeh baat aap sab ko batana is liye zaroori hai kyon k yeh aik behtareen kaam hai . Kal iqra ne aik (whitening cream) ka advertisement karny se mana kar dia jo society mai complex phelany k Bohot sary paisy bhi offer kar rahy thy . Juratmandana aur sahi Qadam uthaya aap ne 👏🏼❤️ “Beshak kisi gory ko kaly per aur kaly ko gory per fazilat nahi” Allah ne jesa banaya hai us mai Khush rahen . #iqraaziz #respect

A post shared by Yasir Hussain (@yasir.hussain131) on Sep 23, 2019 at 10:06pm PDT

 

However, there are still a number of famous actresses like Mawra Hussain, Sajal Aly and Zara Noor Abbas who still endorsing such brands and defend them.

On Tuesday, the Parey Hut Love posted a video in which a minor African-American girl is talking about the discrimination her community has had to face on the basis of their colour.

One of her followers questioned the campaign she did for a local whitening cream brand and wrote:

Really liked your fairness cream ad.

The comment caught the attention of the actress and she replied:

Good, because that does not promote killing. Does not promote racism. Stop making this out of context when its not the agenda. Your word doesn’t matter here. What matters is human life and equality and this is what I am here for. A face wash is killing no one.

Have a look at the comment below!

Well, we believe that our celebrities should stop feeding the stereotypical mindset and help in regaining the confidence in having natural skin colour.

What are your thoughts about the story? Let us know in the comments section below.

For more updates and details, stay tuned with us.

0 comment
0
FacebookTwitterPinterestEmail
Web Desk

previous post
US Blogger Cynthia Ritchie Claims PPP’s Rehman Malik Sexually Harassed Her
next post
‘Catwalk Cares’ Virtual Fashion Week Rescheduled To Be Now Live-Streamed On June 5, 6 & 7 2020

Related Posts

5 Tips to Keep Your Hair Sweat-Free During...

June 25, 2022

“Women Can Accomplish Anything They Set Their Mind...

June 25, 2022

Is Akshay Kumar’s Upcoming Film ‘Raksha Bandhan’ a...

June 22, 2022

Remembering Benazir Bhutto’s Lifetime Achievements on Her 69th...

June 21, 2022

Young Climate Activist Emaan Danish Designs Pakistan’s First...

June 20, 2022

What is Mom Guilt & 5 Ways to...

June 20, 2022

7 Interesting Facts About Pakistani Rapper Eva B...

June 19, 2022

8 Benefits of Plant-Based Diet for Women &...

June 19, 2022

7 Tips & Tricks For Solo Female Travellers...

June 18, 2022

Pantene’s Goodbye Summer Frizz Collection Every Day to...

June 18, 2022

Leave a Comment

Save my name, email, and website in this browser for the next time I comment.

wow360 Facebook
Subscribe wow 360 Youtube Channel
  • Facebook
  • Twitter
  • Instagram
  • Linkedin
  • Youtube
Footer Logo
  • About Us
  • Write for Us
  • Careers
  • Privacy Policy
  • Terms Of Service
  • Contact Us

@2021 - All Right Reserved.

WOW 360
  • LEADHers
  • Culture
  • Lifestyle
  • Entertainment
  • Business
    • EFFIE AWARDS 2021 EFFIE AWARDS 2022 Entrepreneur Media Marketing Startups Success Stories Sustainability All
      Business

      CEO’s Share Inspirational Stories on the Different Challenges They Faced

      January 26, 2022

      EFFIE AWARDS 2021

      PAS Holds its Second Virtual Effie Awards Gala Night

      July 15, 2021

      EFFIE AWARDS 2021

      Effie Awards 2021: Categories & Winner’s List

      July 10, 2021

      Business

      Highlights from the Effie Awards Jury Sessions 2021

      June 30, 2021

      EFFIE AWARDS 2022

      Effie Awards 2022: Categories & Winner’s List

      April 2, 2022

      EFFIE AWARDS 2022

      Effie Awards 2022: Ehmer Kirmani, Imagery Producer & Film Director Talks About the…

      March 21, 2022

      EFFIE AWARDS 2022

      Leading Women in Pakistan’s Media Marketing & Advertising Industry Share Their Opinion on…

      March 3, 2022

      EFFIE AWARDS 2022

      Effie Awards 2022: Aly Mustansir, Medialogic Pakistan Gives Us Insights on Trends with…

      March 3, 2022

      Entrepreneur

      Daraz & Femprow Come Together to Increase Contribution of Women Entrepreneurs in Pakistan

      May 30, 2021

      Entrepreneur

      5 Women Led Food Business in Karachi That You Must Try

      February 7, 2021

      Entrepreneur

      Pakistan Moves Closer to Train One Million Youth with 100+ eCommerce and Digital…

      February 6, 2021

      Entrepreneur

      Untold Recipes by Nosheen Features Traditional Authentic Pakistani Food Recipes: Interview

      January 15, 2021

      Media Marketing

      Creating More Jobs for Women & Promoting Gender Equality: Khaadi Welcomes $25M Investment…

      May 31, 2022

      Media Marketing

      inDriver launches “Food Ka Pakistan” a Flavorful Journey Project in Collaboration with Bon…

      May 30, 2022

      Media Marketing

      Why Butterfly Sanitary Napkins are the Best & Women will be Disappointed if…

      May 27, 2022

      Media Marketing

      KE’s Roshni Bajis Connect with Over 380,000 Households

      May 27, 2022

      Startups

      5 Pakistani Women-Led Startups That Are Making Waves

      June 8, 2022

      Startups

      Pakistani Startups Raised $375M in 2021

      January 5, 2022

      Startups

      First Women Entrepreneurs in Pakistan’s Fintech Space Raise $3 M for Oraan to…

      September 28, 2021

      Startups

      5 Online Businesses Women Can Start from Home

      July 19, 2021

      Success Stories

      5 Pakistani Women in Business & Technology Who Are Changing the World

      June 6, 2022

      Success Stories

      Pakistani Dur-e-Aziz Amna & Shawana Shah Make it to Forbes 30 Under 30…

      May 30, 2022

      Success Stories

      Pakistani Eye Surgeon Who Works as VA on Upwork Receives Help from Entrepreneur…

      May 6, 2022

      Success Stories

      Because She Can: Wardah Moazzum Amin Ophthalmology Resident at AKUH on How She…

      April 7, 2022

      Sustainability

      Alia Bhatt Makes a Sustainable Fashion Statement by Using 180 Textile Patches &…

      April 18, 2022

      Sustainability

      Effie Awards 2022: “Sustainability will be Part of Briefs, Conversations in Marketing &…

      February 22, 2022

      Sustainability

      Pakistani Artist Sara Shakeel Accuses Fast Fashion Brand SHEIN of Stealing Her Artwork

      October 20, 2021

      Sustainability

      Al Karam’s Winter Campaign Receives Backlash for Promoting New Outfits For Every Occasion…

      October 20, 2021

      Business

      Pakistani Eatery Swing Continues to Use Gangubai Kathiawadi Ads Despite Backlash

      June 20, 2022

      Business

      Pakistani-American Suneera Madhani’s Enterprise Becomes Orlando’s First $1 Billion Fintech Unicorn

      June 18, 2022

      Business

      Zara Turkey’s Latest Ad Receives Massive Backlash & Outrage Over Disrespect of Food

      June 16, 2022

      Business

      Pakistani Brand Jam-e-Shirin to Take Appropriate Action After Placement Without Permission in Dua…

      June 16, 2022

  • News
    • News

      Fawad Khan to Make Debut in Ms Marvel as Kamala’s Great Grandfather?

      June 25, 2022

      News

      Punjab Government to Provide Scooties to All Female Employees

      June 22, 2022

      News

      5 Pakistanis Nominated For TC Candler’s ‘The 100 Most Beautiful Faces 2022’

      June 22, 2022

      News

      #GirlsEduMatters Trends on Twitter in Pakistan

      June 20, 2022

      News

      Pakistan’s First Diaper Station in Men’s Room Opens in Dolmen Mall Karachi on…

      June 19, 2022

  • Tech
    • Technology

      TikTok Releases First Album of Viral Hits

      June 24, 2022

      Technology

      Pakistani TikToker Arrested & Fined for Recording Video in Masjid-e-Nabwi

      June 11, 2022

      Technology

      Apple Announces iOS 16, MacBook Air & MacBook Pro with M2 at WWDC…

      June 7, 2022

      Technology

      Safar Saheli: Govt to Launch App for Women Safety During Commute

      June 4, 2022

      Technology

      Meta introduces special designed Earth Day stickers and features across their platforms to…

      April 22, 2022

  • Sports
  • Video
    • Culture Effie Awards Entertainment LEADHers All
      Culture

      Dr. Mahwish Sharif is the First Hearing Impaired Doctor from Balochistan & an…

      May 31, 2022

      Culture

      IWD 2022: Sanam Saeed, an establish actress talks about how she chose to…

      March 8, 2022

      Culture

      IWD 2022: Rida, a mechanical engineer talks about how she chose to #breakthebias

      March 7, 2022

      Culture

      How to obtain Turkish citizenship with a Pakistani passport

      October 26, 2021

      Effie Awards

      CEO’s Share Inspirational Stories on the Different Challenges They Faced

      January 26, 2022

      Effie Awards

      Highlights from the Effie Awards Jury Sessions 2021

      June 30, 2021

      Effie Awards

      What does empowerment mean to you?

      February 18, 2021

      Effie Awards

      Effie Pakistan Jury Members Share Their Opinion: Local Brand Ambassador Vs Foreign Brand…

      February 16, 2021

      Entertainment

      Indian Filmmaker Alankrita Shrivastava to Direct Film on Pakistani Social Media Star Qandeel…

      May 18, 2022

      Entertainment

      WOW360 ‘Here & There ‘ with Ayesha Omar and Ahsan Khan Unveiling Rehbra

      April 25, 2022

      Entertainment

      In the spotlight with Mohib Mirza & Sanam Saeed on Ishrat Made in…

      March 3, 2022

      Entertainment

      Ali Rehman Khan is “On the Throne “ in Badshah Begum with WOW360

      March 1, 2022

      LEADHers

      Tanzila Khan is the First-Ever Amal Clooney Women’s Empowerment Award Winner from The…

      June 20, 2022

      LEADHers

      “Sports is an important platform to raise awareness on many important issues”, Rubab…

      March 16, 2022

      LEADHers

      Pakistan’s Leading Psychiatrist Dr Ayesha Mian Talks About COVID, Impact of Social Media,…

      January 28, 2022

      LEADHers

      WOW360 LEADHers featuring Dr Ayesha Mian (Pakistan’s leading psychologists) with Farhat Kapadia Mehboob

      January 14, 2022

      Video

      Tanzila Khan is the First-Ever Amal Clooney Women’s Empowerment Award Winner from The…

      June 20, 2022

      Video

      Dr. Mahwish Sharif is the First Hearing Impaired Doctor from Balochistan & an…

      May 31, 2022

      Video

      Candid Conversation with Sania Saeed on Kamli, a film by Sarmad Khoosat

      May 24, 2022

      Video

      Indian Filmmaker Alankrita Shrivastava to Direct Film on Pakistani Social Media Star Qandeel…

      May 18, 2022