Pakistani actress Mahira Khan, who also appeared in Bollywood film Raees opposite Shah Rukh Khan, says that she has never endorsed a skin lightening product. Her comment is important in today’s context when many Bollywood celebrities are accused of endorsing fairness cream, which is seen as their prejudice against the dark skin.
A journalist put out a tweet that read: This is a genuine question - can you name me Bollywood/Pakistani stars who have never endorsed a skin lightening product?
Mahira quoted the tweet and wrote: Been refusing ever since I was a VJ till now. Never endorsed a skin lightening product.
Though the debate regarding the fairness cream endorsement has been in public domain for long, but it came in prominence in the aftermath of George Floyd’s death due to police brutality in America. It’s believed that he was a victim of the racial prejudice by the police. Many Indian celebs strongly reacted to the incident and used the hashtag ‘All Lives Matter’ while expressing their opinion on the matter, but their followers were quick to point out the paradox in the comments. They said if a celebrity is endorsing skin lightening product or a fairness cream, they’re also contributing to widening the divide on the basis of skin tone. Influencers like Hasan Minhaj and Abhay Deol have been very vocal in their attack on celebs endorsing fairness cream in the past.
Overall analysis Fairness creams in India have evolved over the years, from being fairness creams to now using euphemisms like “skin brightening/ whitening”, or “lightening creams”. Most brands no longer want to be associated directly with being termed as 'fairness creams’. So now we have brands selling “HD glow”, “White beauty”, “white glow”, “fine fairness”, and so on. Over the years these companies have turned their attention towards the Indian Men, who are now trying to be "fair and handsome", and have dedicated power white ranges for them too. The hunt for fairness: Neutrogena fine fairness: Could not locate it on their global websites but it is available on Amazon and other sellers:https://www.amazon.in/Neutrogena-Fine-Fairness-Cream-SPF20/dp/B00BSPOXMW/ Ponds have a white beauty range: The range includes products like anti-spot fairness cream which is available on affiliate websites like Amazon and Nykaa. On their own website could locate just the White beauty cream. https://www.ponds.com/ph/products/collection/white-beauty/day-cream-for-normal-skin.html* Loreal white perfect day cream: Apparently reduces the melanin level in the skin, gives a rosy appearance to your skin and is suitable for all Indian skin types. "reduce skin darkening and boost anti-spot whitening for a brighter & younger look"https://www.lorealparis.co.in/products/skin-care/day-cream/white-perfect-clinical-day-cream/ Recently, Procter & Gamble skincare brand Olay announced that it will no longer retouch skin in its advertising by 2021 because it reflects an idea of beauty which is almost impossible to achieve. The statement was made during an event in New York. In March 2019, Olay also came up with a creative campaign #FaceAnything with @masabagupta @kubbrasait , @lilly, @bikewithgirl and @_payalsoni_ #Fairandlovely #prejudice #racism #fairskinobsession #fairnesscreams #kalagora #flawlessskin #hdglow #whiteness #complexion #skintone #shades #pearlextracts #microcrystals #ayurveda A post shared by Abhay Deol (@abhaydeol) onView this post on Instagram
Minhaj, the Patriot Act host, recently launched a special digital episode of his show which he dedicated to black protests. Being an Indian American Muslim, Hasan spoke directly to the Asian community and other immigrant minorities in America in a bid to educate them about racism and draw their support in the matter.
In the 12-minute-long episode, Hasan said, "Depending on when you immigrated, you came to this country (US) for order and stability. We don't want it to be as f****d up as back home. But imagine if you lived in a country where the colour of your skin got you killed you would say that is a lawless country."
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