Fairness cream for your face?

Why do black/Indian and women of cover use fairness cream... The desis/ Indians, Pakistanis and many East Asians use it a lot and so do many East Africans, it usually damages their skin.. I don't understand, why can't women love the skin color God gave them and why would they do something soo harmful for their skin... I just saw a clip on youtube about African American women using fairness cream, I had no idea they also use it, I was little shocked to find that out. What do you guys think?