As a founder of a NGO that focuses on curbing beauty standards set by media and the society, I feel one of the most critical steps for achieving our aim is to STOP GLORIFYING FAIRNESS. 

These million dollar companies are making money by brainwashing and conditioning us from generations so much that we have become blind towards this issue. This does not limit to women, it's a problem encountered by everyone, irrespective of their age. Young girls and boys are brain washed to be perfect looking and society appealing. Most times it rises from the roots and this issue has been ignored massively. The Indian fairness industry has been dominating for years now and I believe that is fundamentally wrong. Teenagers and young adults feel depressed and lose their self confidence, when they are moulded to fit in the society. 

If not us, who is going to change this? The fact that we find beauty and supremacy in fair skin is wrong. These advertisements depict that fair toned person is happier than the dark toned person. How have we been accepting this so long?

We can create change. We need to.