Ruma (not her real name), a school teacher by profession and a mother of two, living in Dhaka, married Mainul eight years ago. Soon after, Mainul started harassing her, calling her an ‘ugly’ woman – because of her dark complexion. Her mother-in-law and other members of her husband’s family used to verbally abuse her almost every day, saying that her skin is ‘moyla’ (dirty); and expressed their anger and frustration, and thought that Mainul had bad luck as he was not able to marry a ‘beautiful’ woman–meaning a fair-complexioned woman. Ruma tried very hard to be seen as beautiful in the eyes of her husband and in-laws and experimented to see how she could look fairer. She started buying brand name fairness creams, hoping to make her skin lighter as she started to believe that fair meant lovely, as the advertisements say. She regularly watched fairness cream advertisements on television, read about them on bill boards and newspapers and wanted to be as fair as the models in the advertisements. Unfortunately, nothing really worked or showed much of a result. Her husband and in laws demanded a huge amount of dowry repeatedly – apparently as a retaliation for her darker skin.