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Fair and Lovely drops ‘Fair’ from name, Kangana Ranaut, Bipasha Basu and many more celebs hail this decision

Many Indian beauty brands openly promote fair skin to sell their products. One such brand is “Fair and Lovely” that has been selling skin-lightening cream for years now. The recent #blackLivesMatter movement has impacted millions of lives around the world and has motivated many people to bring a change in society. In the wake of this, Hindustan Unilever has decided to drop words like “fairness” , “whitening” and “lightening” from their line of products, and even remove the word “Fair” from “Fair and Lovely.” 

“We’re committed to a skin care portfolio that’s inclusive of all skin tones, celebrating the diversity of beauty. That’s why we’re removing the words ‘fairness’ , ‘whitening’ and ‘lightening’ from products, and changing the Fair and Lovely brand name,” the company posted on their social media accounts. 

This is a big step towards changing people’s mindsets. For years, these creams have sold the idea to the general public that ‘Fair is Lovely’. It was high time to break this stereotype. This is a step forward in the right direction. 

Some celebrities like Richa Chadha, Kangana Ranaut, Bipasha Basu, and Abhay Deol are praising this decision on social media. 

Bipasha Basu took to her Instagram to share her thoughts on the rebranding of Fair and Lovely. She hailed the decision and wrote, “Well you see I was confident and proud of who I was from childhood. My skin colour didn’t define me … even though I love it and wouldn’t want it to be any different ever. Many skin care endorsements with loads of money were offered to me in the last 18 years ( some were very tempting)… but I stuck to my principle always. All this needs to stop. This wrong dream that we are selling … that only fair is lovely and beautiful when the majority of the country is brown skinned. It’s a deep rooted stigma. It’s a mammoth step from the brand… and other brands should follow in the same footsteps soon.”  

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From the time I was growing up I heard this always,”Bonnie is darker than Soni.She is little dusky na?“Even though my mother is a dusky beauty and I look a lot like her.I never knew why that would be a discussion by distant relatives when I was a kid. Soon at 15/ 16 I started modelling and then I won the supermodel contest … all newspapers read … dusky girl from Kolkata is the winner.I wondered again why Dusky is my first adjective ??? Then I went to New York and Paris to work as a model and I realised my skin colour was exotic there and I got more work and attention because of it. Another discovery of mine:) Once I came back into India and film offers started… and finally I did my first film and from an absolute Ajnabee to Hindi film industry …I suddenly was accepted and loved. But the adjective stayed which I started liking and loving by then.DUSKY girl wows the audiences in her debut film. In most of my articles for all the work I did,my duskiness seemed to be the main discussion.. it attributed to my sex appeal apparently.And sexy in Bollywood started getting accepted widely.I never really understood this… To me sexy is the personality not just the colour of your skin…why my skin colour only sets me apart from the conventional actresses at that time.But that’s the way it was.I didn’t really see much of difference but I guess people did.There was a strong mindset of Beauty and how an actress should look and behave.I was DIFFERENT as it was pointed out. Didn’t really stop me from being and doing all that I loved. Well you see I was confident and proud of who I was from childhood.My skin colour didn’t define me … even though I love it and wouldn’t want it to be any different ever. Many skin care endorsements with loads of money was offered to me in the last 18 years ( some were very tempting)… but I stuck to my principle always. All this needs to stop. This wrong dream that we are selling … that only fair is lovely and beautiful when the majority of the country is brown skinned. It’s a deep rooted stigma. It’s a mammoth step from the brand… and other brands should follow in the same footsteps soon🙏

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Kangana Ranaut, who has rejected many fairness cream endorsement deals in the past, also hailed the decision. She wrote on twitter, “It has been a long and and sometimes a very lonely battle but results only happen when the whole nation participates in the movement.” 

Richa chadha shared a photo on her Instagram in which she is wearing a T-shirt with ‘NOT fair BUT lovely’ written on it. In the caption she wrote, “”Yesterday, the brand and I were finally in agreement! Yesterday, they dropped the word “fair” from their product name… Before you attack the brand for only paying ‘lip service’, please remember, it takes many generations for ideas to change. There is demand and hence there is supply… We must continuously and without any influence of the West, define our own idea of beauty. Beauty must be inclusive! Bravo.” 

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“NOT FAIR BUT LOVELY”, I had gotten this printed on a T shirt back in 2015. Yesterday, the brand @fairandlovely_id and I were finally in agreement! 👏🏽💕❤️Yesterday, they dropped the word FAIR from their product name… Before you attack the brand for only paying ‘lip service’, please remember, it takes many generations for ideas to change. There is demand and hence there is supply…We have been told since we were children, that fairness is the only definition of beauty! It is also another unfortunate byproduct of colonialism and casteism! But it’s 2020, and a lot of BS is getting dismantled ! It took me many years of unlearning to gain confidence and start LOVING my complexion! Der aye durust aye, I say. I welcome this decision by the brand… and it’s not easy… brands have a thousand meetings before they change even the FONT in their logo… I hope slowly and steadily mindsets change… we must continuously and without any influence of the West, define our own idea of beauty. Beauty must be inclusive! Bravo @fairandlovely_id 👏🏽 . . . मुझे लगता है कि भारत की तरह,बहुत से ऐसे देश हैं जहाँ अंग्रेज़ों ने राज किया।अक्सर ऐसे देशों में ग़ुलामी एक मानसिक रूप भी धारण कर लेती है।हमें लगने लगता है की हमारा रंग, हमारी भाषा, हमारा खाना अच्छा नहीं है… और यही अंग्रेज़ हमें लगातार बताते भी थे… ये दुर्भाग्यवश है की हम अपनी ही चीज़ों को हीन, (inferior) समझकर उन्हें बदलने की कोशिश करते हैं… बचपन से ये बताया जाता है कि गोरा रंग ही ख़ूबसूरत है ! पहले तो फ़िल्मों में गाने भी यू ही बनते थे जैसे कि … “ हम काले हैं तो क्या हुआ दिल वालें हैं”… क्या ऐसा गाना आज की डेट में बन सकता है? सब चीज़ों को बदलने में समय लगता है… हमें अपने रंग पर गर्व होना चाहिए! . . . #NotFairButLovely #RacismIsAVirus #RichaChadha #richareccomends #Truth #lockdown #selfhate #postcolonial #actorslife #fairandlovely

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She also wrote, “We have been told since we were children, that fairness is the only definition of beauty. It is also another unfortunate by-product of colonialism and casteism! But it is 2020 and a lot of BS is getting dismantled! It took me many years of unlearning to gain confidence and start loving my complexion.”

Abhay Deol also shared a post in which he wrote, “It took a world backlash and the #BlackLivesMatter movement to give us a push in this direction. But make no mistake,  all of you who have been vocal about the need for a cultural shift in regard to the sale and endorsement of fairness creams in our country contributed to this victory. We have a long way to go in breaking our conditioning of what constitutes beauty, but this is a small step in the right direction. It’s the starting point to a long road ahead. What a beautiful beginning.”

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