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Indians never questioned colour when the British colonized India back in the eighteen hundreds.

They just accepted the idea that the lighter you are, the more of a connection they had with the lighter skinned race.

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Does this tell us anything about the roles we expect men and women to fulfill?

Can you think of any “plus-size” celebrities today?

It is not surprising, therefore, that individuals who would be classified as obese in the US are considered the most attractive and desirable members of this culture.

But as social conditions and gender roles change, so do ideas about beauty. In the 1960s and 70s, beauty ideals for women shifted from the mature curvaceous body of stars such as Marilyn Monroe to the stick-thin, flat-chested figure epitomized by supermodels such as Twiggy or Kate Moss.

Before I could respond, they proceeded to point me to the aisle where I would find it.

It's not only a South Asian issue; it's a Chinese, Latin America, African and Caribbean one.Not only are men jumping on the bleaching bandwagon, so are other beauty product giants like got in on the action, launching a skin whitening app on Facebook in India.The app promotes whitening Facebook profile pictures to boost men's dating life.Skin whitening creams have always been marketed towards women.According to by The New York Times "India has 37 million more men than women," and they too want in on this fairness craze.She recognizes that society perceives light skin as beautiful and dark as the opposite.