The Latest

Abhay Deol Asks If Indian Celebs Will Stop Endorsing Fairness Creams After Supporting #BLM

byLoveleen Kaur
6th June 2020
2 minute read

The #BlackLivesMatter movement advocating to end racial discrimination against the people of colour in the U.S. was supported by many Bollywood celebs. However, there were also some of them like actors Kangana Ranaut and Abhay Deol who slammed the “woke Indian celebrities” for speaking up for the international cause, while staying mum on the issues that India is currently faced with.

And after calling out Indian celebrities for selective advocacy, ‘Dev D’ actor Abhay Deol has asked if the Indian celebrities demanding an end to discrimination against the people of colour will stop endorsing fairness creams now, reports Hindustan Times.

The actor also shared search trends and overall analysis of how fairness creams have evolved in India. He wrote, “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.”

He also highlighted how companies have started targeting men to sell their fairness products.

Here’s his original post:

View this post on Instagram

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) on

He had also appreciated designer Masaba Gupta, actor Kubbra Sait, content creators Lilly Singh among others who were recently part of a creative campaign with a brand that announced that it will no longer retouch skin in its advertising, reports Republic World.

Responding to which, ‘Sacred Games’ actor Kubbra Sait wrote:

Soon after, a journalist asked if anyone can name Bollywood/Pakistani stars who have never endorsed a skin lightening product. Responding to this, celebrities like Mahira Khan and Banita Sandhu said:

Recently American comedian Hasan Minhaj also called out Bollywood’s hypocrisy on George Floyd’s death, while they still do skin whitening commercials.

It is no brainer that India is obsessed with having fair complexion and the promotion of such products by well-known figures only adds fuel to fire. About time that Indian celebrities voice their opinions on the issues that have been plaguing Indian society for years.

📣 Storypick is now on Telegram! Click here to join our channel (@storypick) and never miss another great story.