THIS is with reference to the impact of fairness creams on ‘beauty standards’ and racial reverence in the community. These creams, as such, are harmful because they create a beauty standard that is unattainable for many. This is seriously disturbing. Undoubtedly, fairness creams have a direct correlation and relationship with colourism and racism. Fairness creams market themselves as granting ‘white privilege’. They imply that lighter or white skin is inherently better and nearly guarantees success, beauty and, most importantly, happiness. These products implicitly give the message to consumers as well as society at large that darker skin is something ‘bad’. Indeed, this phenomenon is an assault on an individual’s self-worth. Historically, the racial advantage for lighter skin was intentionally implanted in our minds during the colonial era. We must challenge these harmful beauty standards and promote a more inclusive definition of beauty that celebrates diversity in all its forms. Media and advertising companies have a responsibility to reflect the true diversity of the population, and to avoid promoting products or messages that perpetuate harmful stereotypes. There should be a dialogue on how we can work towards a more inclusive and fair-minded society. It is time we, the people, broke free from these outdated and damaging ideals that are merely reinforcing the stereotypes in our society.