Fair & Lovely: The Journey of a Controversial Brand
Fair & Lovely, now known as Glow & Lovely, is a brand that has sparked debates and discussions for decades. Launched in 1975 by the Indian company Hindustan Unilever Limited (HUL), it quickly became one of the most popular and widely used skin-lightening products in India and several other countries. Its rise to fame was driven by the promise of fairer, more radiant skin, a standard of beauty that many companies have long marketed as a desirable trait. Read More
The Promise of Fairness
Fair & Lovely was marketed as a solution to dark skin, promising users a fairer complexion with regular use. The brand positioned fairness as a direct link to beauty, success, and a better life, creating a pervasive belief that lighter skin would lead to greater social opportunities, especially for women. Its advertisements often featured women who were socially or romantically rejected because of their skin tone, only to gain social acceptance, career success, or love after using Fair & Lovely. This narrative reinforced the idea that beauty, success, and happiness were tied to fair skin. Read More
Controversy Over Skin Lightening Products
Despite its immense popularity, Fair & Lovely faced criticism for perpetuating colorism and reinforcing discriminatory beauty standards. Critics argued that it played into deeply entrenched cultural biases that equated fairness with beauty and social status, while darker skin tones were often stigmatized. This issue was particularly relevant in India, where skin color has long been associated with social hierarchies, with fair skin often linked to higher caste status and societal privilege.
As the brand gained traction, it became a focal point of anti-colorism campaigns. Activists, scholars, and social media users started questioning the harmful effects of promoting skin-lightening products, which were seen as reinforcing a colonial-era mindset that devalued darker skin. In recent years, such conversations have intensified, with increased awareness about the toxic influence of beauty standards on mental health and self-esteem, particularly among women and young girls.
Glow & Lovely: A Rebranding Effort
In 2020, amid mounting pressure from consumers and activists calling for change, Hindustan Unilever announced that it would change the brand name from Fair & Lovely to Glow & Lovely. The rebranding was part of the company’s effort to move away from promoting fairness as the standard of beauty. However, critics have argued that the name change alone doesn’t address the core issue—the product still functions as a skin-lightening agent, and its marketing continues to imply that fairness is the ideal. Read More
Though the change in name was seen as a step in the right direction, many felt that it was more of a cosmetic change than a significant shift in messaging. The brand continued to market its products as enhancing radiance, but the underlying message of skin lightening was still deeply ingrained in its narrative.
The Ongoing Debate
The Fair & Lovely controversy is not just about a single product, but a wider societal issue of beauty standards, race, and skin tone. In recent years, many other brands that promote fairness creams have faced similar backlash. Campaigns promoting "natural beauty," "embracing one's skin tone," and "diversity in beauty" have gained popularity, encouraging people to love and accept themselves as they are.
Yet, there are still markets where Fair & Lovely, or products like it, remain immensely popular. In many parts of South Asia, the Middle East, and Africa, lighter skin is still often viewed as a symbol of wealth, power, and desirability. Social norms and media representations continue to reinforce these ideals, making it difficult for individuals to challenge these standards without facing stigma. Read More
The Changing Landscape
The global conversation around fairness products is evolving. With growing awareness and discussions around inclusivity, many people are beginning to reject the notion that fair skin is the only form of beauty. Influencers, celebrities, and activists are using their platforms to promote diverse representations of beauty, pushing back against the narrow definition of attractiveness that has dominated the beauty industry for decades.
The skin care industry, too, is slowly catching up, with more brands offering products that celebrate all skin tones and encourage people to embrace their natural complexion. Some companies have even vowed to stop producing or promoting skin-lightening products altogether.
However, it remains to be seen whether such changes are merely trends or whether they represent a long-term cultural shift toward a more inclusive and diverse understanding of beauty. Read More
Conclusion
Fair & Lovely, now Glow & Lovely, remains a symbol of a complicated and evolving conversation about beauty standards, colorism, and the power of branding in shaping societal ideals. While the product itself continues to be available, the discussions around its implications are helping people critically examine how skin tone has been used as a measure of worth. The rebranding is a small step in a larger journey, and it is clear that a more significant cultural shift is needed to move away from the harmful impact of colorism and to embrace beauty in all its diverse forms.