Richa Chadha Shares A Strong Message After Fair And Lovely Decided To Rename The Brand

” href=”author/avya-sharma”>Avya Sharma , 26 Jun 2020

Richa Chadha (Source: Instagram | @richachadha)

Ever since the skincare brand, Fair and Lovely has decided to drop the word ‘fair’ from its name, netizens and many Bollywood celebrities are lauding the move by the brand. But a few people are also calling it lip service as they won’t discontinue the product.

Bollywood actor Richa Chadha endorsed the move by taking to her Instagram to share a strong message about how just this small change is also a huge step in the right direction and that she hopes things change for the better slowly.

Here’s what she wrote:

NOT FAIR BUT LOVELY”, I had gotten this printed on a T-shirt back in 2015. Yesterday, the brand Fair and Lovely 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 Fair And Lovely

Have a look at her post:

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

Meanwhile, celebrities like Bipasha Basu, Abhay Deol, Suhana Khan, Kangana Ranaut also endorsed the great move.

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