ANOSHAY KHAN & MARIAM ZIA2025-02-142025-02-142022-12-05https://repository.kinnaird.edu.pk/handle/123456789/169This research will focus on how not only women but men also being objectifying for having dark skin tones. In this research we will discuss about the obsession of our society with fair complexion and how dark complexion being bullied for their entire life, not only women but men are also victim to this dilemma. Dark Complexion is something which every person in Pakistan fears of. This study will focus on how dark complexion comes in a way of relationships, career and mental health in a man’s life. Society has set beauty standards by declaring light complexion the highest in the rank, the fairer you are, the prettier you will be considered. The role of media in promoting the fairness and creating the beauty standards are at its peak. Skin tone should be considered as the beauty symbol which media is promoting.en-USMen’s Dark ComplexionMale ColorismFairnessMental HealthFairness creamsAdvertisementsThesis