Charu Smita, A Student From India, Explains Why Many Women Come Under Pressure To Lighten Their Skin. A Social Media Campaign - #unfairandlovely - Is Working To Challenge The Widely-held Belief In Many Parts Of The World That Fair Skin Is The Most Attractive. Charu Smita, a student from India, explains why many women come under pressure to lighten their skin. A social media campaign - #unfairandlovely - is working to challenge the widely-held belief in many parts of the world that fair skin is the most attractive.