Hindustan Unilever announced that it will stop using the word 'Fair' in the brand name 'Fair & Lovely'

The company’s decision comes after considerable backlash for perpetuating negative stereotypes related to darker skin tones

A Reuters report stated that around 6,277 tonnes of skin lightening products were sold across the world in 2019

In India, a 2014 marketing study found that almost 90% of Indian girls cite skin lightening as a “high need”

This preference for fair skin was perpetuated and strongly reinforced by colonialism in India and some other countries

It’s the idea that the ruler is fair-skinned, says Kavitha Emmanuel, founder of Women of Worth, an Indian NGO

Image Source: Getty Images

But now, people have started to push back!


It starts with 'HUL' announcing that it will stop using the word 'Fair' in the brand name 'Fair & Lovely'

Johnson & Johnson has also decided to stop selling fairness products in India

The company’s decision comes as over the past few weeks, social media has spoken out against Indian celebrities...

Image Source: RAVEENDRAN/AFP/Getty Images

...who have previously endorsed fairness creams and treatments

Image Source: Fadel Senna / AFP - Getty Images

The actors were also slammed when they posted against racism in the wake of George Floyd’s death since they themselves endorsed skin lightening creams

Image Source: Lucas Jackson/Reuters

Following criticism from an online petition, Indian matrimony website, Shaadi.com too have decided to remove a search filter labelled 'fairness'


The search filter allowed people to demand for specific skin tones, which has faced backlash in the past too

Actor-Producer Nandita Das also talks about these issues and is a part of 'India’s Got Colour' last year, a campaign to end skin colour bias in India through educational workshops, counselling and media

“No one thing ever changes a mindset. It changes so gradually, it’s when a number of things happen simultaneously over a period of time , you might be able to see an attitude change,” she says