IN TODAY’S Bangladesh, the concept of beauty has undergone a troubling transformation. It is no longer associated with character, confidence, or individual charm. Instead, it is increasingly defined by surface-level appearance — filtered photos, cosmetic routines and narrow ideals shaped by social media and celebrity culture. This shift is more than a trend; it’s becoming a psychological burden, particularly for young people.
From TikTok influencers to television actresses, the same message is broadcast relentlessly: to be desirable, successful, or socially accepted, one must be fair, flawless and fit within a narrow template of body shape. The consequences of this aesthetic pressure are profound. Across urban and semi-urban Bangladesh, especially among young women, beauty is no longer embraced as a natural diversity but chased as an unattainable goal. Many university students now feel compelled to maintain full cosmetic routines just to step outside, not as an act of self-care, but out of fear of judgment or rejection.
The obsession with fair skin remains one of the most persistent and damaging aspects of this culture. Despite years of public awareness campaigns, fairness creams, bleaching agents and whitening treatments continue to dominate the beauty market. Many young women, encouraged by influencers and implicitly validated by mainstream media, pursue expensive laser treatments or chemical applications, often without understanding the long-term health risks. These products are frequently unregulated, with side effects that range from skin damage to lasting psychological harm.
Social media has deepened the crisis. Platforms like Instagram and TikTok have turned heavily edited and curated images into benchmarks for beauty. A young girl in Narayanganj or Sylhet scrolling through her feed may be left with the impression that unless she looks like an influencer with flawless skin and a sculpted body, she is somehow less worthy. The psychological toll of these comparisons can lead to anxiety, low self-worth and body dysmorphia.
The pursuit of the so-called ‘perfect body’ is another facet of this issue. While the growing interest in fitness is positive in itself, the cultural fixation on weight loss and body sculpting has driven many to unsafe solutions — slimming teas, tight body garments and even unregulated cosmetic surgery. Some clinics operate without proper medical oversight, leaving young people vulnerable to both physical and emotional harm.
These personal struggles often have relational consequences. Physical appearance, increasingly treated as a form of social currency, can influence dynamics within families, friendships and romantic relationships. Jealousy, insecurity and comparison often undercut trust and connection. In some cases, individuals seen as more conventionally attractive are favoured or resented, fuelling toxic patterns in social interaction.
The cost of this collective obsession is too high to ignore. To begin addressing it, Bangladesh must invest in long-term, multi-layered solutions. Media literacy should be introduced in schools to help students critically engage with the digital content they consume. Understanding how beauty is manufactured through editing, lighting and filters can help young people resist damaging comparisons and build healthier self-esteem.
Influencers and public figures have a role to play as well. With massive followings, they can shift the narrative by endorsing inclusive, diverse and natural representations of beauty. Models, actors and content creators must reject fairness marketing and challenge the culture of unattainable perfection.
Appearance-related anxiety must also be treated as a legitimate mental health issue. Schools, colleges and community centres should offer access to counselling and create space for open conversations around body image, self-worth and identity. Television channels, advertisers and beauty brands must abandon the promotion of colourist products and instead run ethical campaigns that celebrate the full range of human features and forms.
Finally, families must lead the way. In a society where girls are still judged on complexion during marriage or job interviews, change must begin at home. Children, regardless of gender, need to grow up hearing that empathy, character and intelligence are worth more than pale skin or straight hair. These values must be consistently reinforced in daily life if we are to raise a generation that feels free to be themselves.
Either we continue to uphold harmful and outdated ideals of beauty, or we consciously create a more inclusive, affirming and psychologically healthy culture. In a world where perfection is often manufactured, authenticity must be defended, not as a consolation, but as a virtue.
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Dr Mohammad Shahidul Islam is an assistant professor of marketing at the BRACÌýBusinessÌýSchool, BRAC University. Sihmeem Shahab is a BBA student at the BRACÌýBusinessÌýSchool, BRAC University.
