Bollywood celebs lauds fairness cream brand's decision to stop using 'fair'

After a fairness cream brand decided to drop the word 'fair' from its product name, many Bollywood celebs including Kangana Ranaut, Richa Chadha, Bipasha Basu among others took to social media to appreciate the brand's move.

Mumbai: George Floyd's death caused a global movement against racism and yesterday a fairness cream brand decided to drop the word 'fair' from its product name. Many B-town celebs took to social media to laud the initiative.

Actor Richa Chadha endorsed the move and shared a strong message, wrote, "Der aaye durust aaye."

She shared a picture of herself in which she can be seen wearing a printed T-shirt which reads NOT FAIR BUT LOVELY. "I had gotten this printed on a T-shirt back in 2015. Yesterday, the brand and I were finally in agreement," she wrote.

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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

  A post shared by Richa Chadha (@therichachadha) on Jun 26, 2020 at 12:41am PDT

  " class="align-text-top noRightClick twitterSection" data="

  View this post on Instagram

  “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

  A post shared by Richa Chadha (@therichachadha) on Jun 26, 2020 at 12:41am PDT

  ">

  View this post on Instagram

  “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

  A post shared by Richa Chadha (@therichachadha) on Jun 26, 2020 at 12:41am PDT

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Revealing how she was often referred to as a dusky beauty and had rejected all fairness care endorsements, Bipasha Basu shared, "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. 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."

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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🙏

  A post shared by bipashabasusinghgrover (@bipashabasu) on Jun 25, 2020 at 8:32pm PDT

  " class="align-text-top noRightClick twitterSection" data="

  View this post on Instagram

  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🙏

  A post shared by bipashabasusinghgrover (@bipashabasu) on Jun 25, 2020 at 8:32pm PDT

  ">

  View this post on Instagram

  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🙏

  A post shared by bipashabasusinghgrover (@bipashabasu) on Jun 25, 2020 at 8:32pm PDT

"Many skincare 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," she added.

Kangana Ranaut, who had once stated that she never understood the concept of fairness, had shared through her team’s Twitter handle, "It has been a long and sometimes a very lonely battle but results only happen when whole nation participates in the movement."

• It has been a long and sometimes a very lonely battle but results only happen when whole nation participates in the movement 👏👏👏👏https://t.co/9xv1nkQm5P

  — Team Kangana Ranaut (@KanganaTeam) June 25, 2020 " class="align-text-top noRightClick twitterSection" data="

  It has been a long and sometimes a very lonely battle but results only happen when whole nation participates in the movement 👏👏👏👏https://t.co/9xv1nkQm5P

  — Team Kangana Ranaut (@KanganaTeam) June 25, 2020

  ">

  It has been a long and sometimes a very lonely battle but results only happen when whole nation participates in the movement 👏👏👏👏https://t.co/9xv1nkQm5P

  — Team Kangana Ranaut (@KanganaTeam) June 25, 2020

Shah Rukh Khan’s daughter Suhana Khan also endorsed the move and had shared the same in her Instagram story. "I'll be honest; my daughter is sanwli, but she’s the most beautiful girl in the world. And nobody can tell me otherwise," she wrote.