Abstract:
This paper focuses on the stresses and controversies surrounding the contemporary 'beauty' culture in India. It highlights the politics and economics of the promotion of physical appearance alteration techniques and products, while bringing into focus some health concerns involved in its use. The author highlights that often the unattainable is considered as that which is desired or desirable and the rare or unique is often rated higher. The author argues that in India today there is an imposition of western notions of beauty and desirability with the aggre3ssive marketing strategies employed by cosmetic manufacturers in India, which is seen as the largest consumer in this globalised economy. The author connects globalization to the large politics of discrimination and objectification of women and how it impacts women of colour in particular. The paper calls for the exercise of caution in any assumption about women's self-determination and choice in the use of these techniques and products. We cannot rule out the possibility that women might be under pressure from patriarchal practices that have become so internalized that women themselves fail to view beauty culture as patriarchal domination. The paper argues that even common beauty practices can damage women's health, create sexual difference and enforce female subordination.
