Amongst the bejeweled silks and the impressive dance numbers scattered pleasantly throughout movies, one of the simplest things that are missing is also one of the most noticeable: the implementation of deeper complexioned brown women. 

Colonialism, although dated back to thousands of years ago, has effects that continue to reign in South Asian communities to this very day.

The idea that fairer skin is superior in terms of beauty is a concept that lives vigorously throughout South Asian minds and media, with a constant need to confine to the terms of Eurocentric beauty standards in order to feel a sense of societal and self-acceptance. 

However, Pakistani actress Ayeza Khan has come under fire for promoting fairness beauty cream.

The endorsement of Faiza Beauty Cream by the talented actress was unexpected as especially after this beauty product has been banned in several countries for containing high amounts of pharmaceutical components like hydroquinone and mercury which have toxic effect on humans.

Ever since the trend started shifting and fairness products came under fire for their business practices, many such companies have even changed their names to avoid public backlash.

One of the most popular brand which goes by Fair & Lovely have now rebranded itself as Glow & Lovely and marketing products claiming to help all types of skin tones.

Watching Ayeza Khan giving credit of her success to Faiza Beauty Cream really upset fans who felt it was irresponsible of the actress to endorse a product that could be dangerous.

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