Celebrity Endorsed Fairness Brands: Apologies and Brand Rebranding Enough to Combat Colorism in India?

Imagine this: You're flipping through channels and come across an advertisement featuring Shah Rukh Khan, the "King of Bollywood," endorsing a fairness cream. He tosses a tube to a young man, who then transforms into a more confident, fairer version of himself. The message is clear: fair skin equates to success and desirability.

This narrative has been a staple in Indian advertising for decades, perpetuating the notion that lighter skin is superior. But as societal awareness grows, so does the backlash against such messages.

Celebrities and brands are now facing the consequences of promoting colorism. But the question remains: Are their apologies and rebranding efforts enough to undo the damage?

The Celebrity Apology Tour on Fairness Cream Ads

Priyanka Chopra, once the face of skin-lightening products like Pond's, has publicly expressed regret over her involvement in such campaigns. She acknowledged the damaging impact these ads have on societal perceptions of beauty and skin color. However, critics argue that such apologies often come after significant public backlash and may be perceived as reactive rather than proactive.

Shah Rukh Khan, another prominent figure, faced criticism for endorsing Emami's "Fair & Handsome" cream. The advertisements suggested that fair skin was a prerequisite for success, a message that did not sit well with many.

A Delhi banker, Nikhil Jain, even filed a case against Emami, claiming the product did not deliver the promised results. After an 11-year legal battle, the consumer court ordered Emami to pay Rs 15 lakh in damages for misleading advertising.

Other Bollywood actors such as John Abraham and Yami Gautam have also participated in fairness cream campaigns. Over time, these endorsements came under scrutiny, especially as these celebrities began to speak out against unrealistic beauty standards, raising questions about sincerity and timing.

International Celebrities and Colorism

Colorism is not just an Indian issue—it exists globally. International celebrities have also had to confront their roles in perpetuating color-based bias.

Beyoncé, for instance, was criticized early in her career when L'Oréal was accused of lightening her skin tone in ads. The star herself has not endorsed fairness products, but her image has been used in ways that align with global beauty standards that favor lighter skin.

Rihanna, however, took a more proactive stance. With the launch of Fenty Beauty, she made a conscious effort to be inclusive by offering 50+ foundation shades. Her actions were celebrated worldwide as a major step toward inclusivity in beauty marketing.

Lupita Nyong'o, Oscar-winning actress, has spoken out about being bullied for her dark skin as a child. Her advocacy, as well as her children's book "Sulwe," challenges traditional beauty narratives and promotes self-love for darker-skinned girls.

These examples show that while some celebrities and brands continue to uphold outdated ideals, others are helping to reshape them.

Corporate Rebranding: A Superficial Fix?

In response to growing criticism, Hindustan Unilever rebranded its popular product "Fair & Lovely" to "Glow & Lovely," aiming to shift the narrative from fairness to radiance. While the company stated that the product promotes skin health rather than fairness, the core formula remained unchanged, leading to skepticism about the genuineness of the rebranding.

Critics argue that changing the product's name without altering its marketing strategies or addressing the underlying issues of colorism is insufficient. The rebranding is seen by some as a cosmetic change that fails to tackle the deeper societal biases perpetuated by such products.

Similarly, Johnson & Johnson pulled its Neutrogena Fine Fairness line from the market altogether, while L'Oréal announced it would stop using words like "fair," "light," and "white" in its skincare marketing. These are steps forward—but how far do they go in changing entrenched attitudes?

Colorism: A Societal Issue Beyond Ads

Colorism in India is not solely a product of advertising; it is deeply embedded in societal norms and practices. From matrimonial ads seeking "fair-skinned" brides to cultural associations of fairness with success and desirability, the preference for lighter skin tones is pervasive.

This bias often begins at home, with children being exposed to the notion that fair skin is superior. Such early conditioning reinforces discriminatory attitudes and perpetuates the cycle of colorism across generations.

Where Indian Skincare is Headed: Enter Wildoak

A refreshing alternative to traditional fairness-oriented skincare is offered by clean, inclusive Indian brands like Wildoak. Unlike conventional products that promote skin lightening, Wildoak focuses on skin health, hydration, and barrier repair for all skin tones.

One of their most loved products—the Sea Ferns Mineral Sunscreen—is designed for sensitive and pigmented skin, offering SPF protection without leaving a white cast. Their transparency in ingredients and messaging makes them a promising player in India’s evolving skincare scene.

By embracing diversity and authenticity, brands like Wildoak are gradually shifting consumer focus from fairness to wellness.

The Path Forward: Beyond Apologies and Rebranding

Addressing colorism requires more than public apologies and product rebranding. It necessitates a comprehensive approach that includes:

Inclusive Representation: Media and advertising should showcase diverse skin tones, celebrating the beauty of all complexions.

Educational Initiatives: Programs aimed at challenging and changing societal perceptions about skin color can help dismantle long-standing biases.

Community Engagement: Grassroots movements and discussions can foster awareness and promote acceptance of diverse beauty standards.

Policy and Regulation: Implementing guidelines to prevent discriminatory advertising and promote ethical marketing practices can drive systemic change.

Conclusion: It's Time to Shift the Narrative

While celebrity apologies and corporate rebranding mark a turning point in how we address colorism, they are not the end goal—they are only the beginning. Real transformation happens when we challenge internalized biases, uplift diverse voices, and stop equating beauty with fairness.

From Shah Rukh Khan’s “Fair & Handsome” commercials to Priyanka Chopra’s past endorsement of fairness products, and from Beyoncé’s photoshopped ads to Rihanna’s Fenty inclusivity, the journey is still unfolding. But it’s time to stop covering up the problem and start healing the societal wounds that fuel it.

Let’s build a future where skin tone is no longer the measure of worth—where beauty, truly, comes in every shade.