The actress wrote a lengthy post on Instagram calling this the beginning of a change in mindsets.
Richa Chadha welcomes change in name of Fair & Lovely
Mumbai - 26 Jun 2020 18:30 IST
Consumer products giant Hindustan Unilever Limited (HUL) announced yesterday that it would be deleting the words 'fairness', 'whitening' and 'lightening' from its skincare products and replacing the word Fair in its popular Fair & Lovely brand of cosmetics with Glow.
Actress Richa Chadha, who had taken a firm stand against such so-called fairness products, expressed happiness at the decision. She put out a lengthy post on Instagram along with a photo of herself wearing a T-shirt that proclaimed 'Not Fair But Lovely'.
Chadha began by congratulating HUL for its long-overdue step and said that while the move may be seen as mere tokenism, change takes time and the equation of fair with beautiful stems from deep-rooted casteism and colonialism.
“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
She ended by saying, "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."
After the murder of a black man, George Floyd, by a white police officer in full view of the public in the American city of Minneapolis and a worldwide storm about racism, several consumer products companies have come under increasing pressure from activists and citizens to stop propagating racist ideals and brands. HUL is only the latest to decide to drop the use of the word 'fair' from its brand. Johnson & Johnson has completely discontinued its fairness products line.