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Akanksha View

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“Beautifulfillment”is a mindful campaign seeking to generate conversations around ideas of beauty, positive body image and the way women relate to the wide range of beauty and cosmetic products now flooding the markets. Feeling beautiful is not easy. Make-up shaming is real. And on the other hand, there are widely-advertised products that want to make you slimmer, fairer, younger.


So, how do women relate to Beauty Fulfillment? How do they navigate the dangers of letting a billion dollar industry dictate the standards of beauty, while at the same time find their person in wearing the kind of clothes, or make-up, they want? How do they wear make-up, or don’t, with enough self confidence when an entire industry profits out of the unrealistic beauty standards often imposed on women? Conversely, is the use of make-up or organic skin-care ingredients empowering and self-affirming? Are they a form of self-care too?


“Beautifulfillment”seeks to explore these questions, by creating a conversation with women and among women. Through a mixture of content, surveys and in-person conversations, we at  TheaCare (previously Women’s Health Line) seek to take a look at women’s relationship with their bodies, when it is constantly mediated by a huge range of cosmetic products claiming to “repair” every inch of their faces.


  Key Takeaways from our Survey

Most women are conscious of socially prescribed notions of beauty, are often uncomfortable with it but are under pressure to subscribe to these notions anyway.

  69% women  have suffered from body image issues at some point in their lives.

  Friends, family, sexual and romantic partners  can make women feel much more insecure about their bodies, than all of media, doctors/medical practitioners, strangers combined.

  55% women  have received uncomfortable comments on their bodies and physical attributes at some point.

  87% women  have felt scared at the prospect of becoming fat. About a third of them have attributed the fear to “health reasons”.

  About 1 in 5 women  have never seen their vaginas properly, and  47% women  have thought it to be gross due to various discharges, menstrual or otherwise.

  52% women  will not mind thinking about a cosmetic surgery due to various reasons, if provided with the financial means.

  Only 16% women  think that fairness creams and anti-ageing creams actually work.

  80% women  acknowledge that grooming, beauty and cosmetic products are targeted towards women more than men.

  85% women  face / have faced difficulty in buying the right kind of bra for themselves at some point.

  78% women  feel positively about wearing make-up, and have an affinity for it.

  52% women  feel scared about the impact of pregnancy on their bodies.

  71% women  were not encouraged as teenagers to talk about their bodies, various changes and doubts about it, in school or at home.



Actions you can take:

1. Call out unhealthy standards of beauty often imposed by society and culture.

2. Read our report  as a starting point, find out how women relate to their bodies and think abut how we can change some of the unhealthy trends.

3. Share your views, stories and experiences by writing to us at Swarnima@Thea.Care.

4. Volunteer to organise an offline event around body image, such as film screenings or book discussion in your respective cities.

5. Volunteer to organise an online event, such as a Facebook curation or Tweetathon.


#Beautifulfillment Video:


Health Talkies edition on #Beautifulfillment


#Beautifulfillment stories:

Body Dysmorphic Disorder And The Role Of Media

Body dysmorphic disorder (BDD) is a serious...

The Strange Beauty Standards In The Country That Baffle Me

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Eating Disorders In Indian Women

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An "Uplifting" Tale? A Brief History Of The Brassiere

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Struggles Of A Working Woman Trying To Keep Up With Beauty Sta...

Today is a new day but the same old ritual. I...

Choose simplicity. Choose Beauty!

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Know Your Product: Sunscreens

Sunscreens are so common that nearly everyone...

Know Your Product: Stretch Mark Removal Creams

Stretch marks are usually caused with a sudden...

Don’t You Apologise: When You Need To Own Your Beauty

‘I’m sorry I ruined your picture. I am just so...

Know Your Product: Breast Implants

Breast augmentation or what are called boob...

Know Your Product: Hair Removal Creams

Patriarchal beauty standards have led women to...

"Make-up Became Armour": Dealing with Acne

I had my first breakout in 2012, a week after...

Know Your Product: Acne Removal Unguents

Suffering from acne and pimples day in and day...

My relationship with my Facial Hair

I remember it was 2006. I was playing some...

To Make-Up or Not To Make-Up: Whose Call Is It Anyway?

The wedding was just a week away. Despite it...

Using Shapewear Judiciously: Because Women Are Not Shapeshifters

Find me a woman who likes her tummy and I know...

High Heels: A Tall Order For Good Health?

I was talking to a psychologist friend the...

A Letter To Me

Dear me,This is you. This is me. This is time...

Beauty Lies NOT in the Eyes of the Beholder, But Yourself

‘Beauty lies in the eyes of the beholder’...

My Journey Towards Beauty Fulfillment

I come from Uttar Pradesh in India where women...

How To Build a Skincare Routine

Much like every other part of our body, our...

It’s OK To Talk About Eating Disorders

Eating disorders are a lot of things to a lot...

Un(FAIR) India: When "fairness" gets under your skin

Growing up in a progressive Bengali family had...

Selling Fairness: An Unfair Business

My mother is darker than most of our family and...

A Letter to My Body: A Safe Space to Talk about Body Image Iss...

The time for body-positive conversations has...

How Pregnancy and Childbirth Affect Your Body Image, and What ...

How Does Pregnancy and Childbirth Affect Your Body Image


#Beautifulfillment creatives:













#Beautifulfillment events and activities:

Chat with Paromita Bardoloi on Body Image


Open Mic and Film Screening: The F-Word By Saba Rehman photos and posters:

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