In a world full of skincare products, few names were as a part of the dressing table as Fair & Lovely Cream. It was launched in 1975 by the Hindustan Unilever brand, which is celebrating Fair & Lovely Cream’s 50 years in 2025.
The product quickly became a commodity, especially in South Asia, because of its skin-lightening formula. Fair & Lovely Cream rose to prominence in countries where lighter skin has long been unfairly associated with beauty, especially in females.
But in 2020, amid global conversations about racial justice and inclusivity, Hindustan Unilever decided to change the word “Fair” from the brand. Now, the cream has been rebranded as Glow & Lovely Cream.
Many consumers welcomed the change in name as a step toward body positivity, but others questioned whether that has changed beneath the name and packaging. So, let’s take a closer look.
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The Change From “Fair” to “Glow”
Fair & Lovely to Glow & Lovely was announced in June 2020, in the official statement by Hindustan Unilever. They said that they wanted to reflect a “more inclusive vision of beauty.”
The word “fair” was widely criticized for promoting colorism in India, where some people believe that lighter skin is more desirable. However, the brand had received years of backlash for these types of unrealistic beauty standards.
The decision to rename the product came after increased social awareness and public pressure following the Black Lives Matter movement. The company clarified that the change in branding aimed to celebrate glowing and healthy skin rather than fair skin.
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Fair & Lovely Cream Ingredients Story
These key ingredients in the cream combined with:
- Niacinamide (Vitamin B3) is known for its brightening and anti-inflammatory properties
- Allantoin helps soothe and soften skin
- Glycerin provides moisture and keeps skin hydrated
- Sunscreen Agents to offer UV protection
- Titanium Dioxide is a whitening and brightening mineral used in many face products.
The above-mentioned ingredients do not bleach the skin, but they work to improve skin clarity, tone uniformity, and radiance. Now, it is clear that renamed as “glow” rather than “fairness.”
So, the pack and aim have changed, but the effect on the skin remains focused on lightening and brightening, which makes us go back to do a deeper discussion about the perception of skin color.
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Evaluation of the Fair & Lovely Cream Message
One of the biggest changes is in the way the product is marketed, especially in India. The newer Glow & Lovely ads emphasize:
- Radiant skin
- Confidence and empowerment
- Skin health, rather than fairness
There is a deliberate shift in tone—from one that previously implied women had to be fair to be successful, to one that promotes healthy, glowing skin and personal progress. However, many critics argue that the core idea of modifying a natural complexion to look beautiful and confident hasn’t 100% disappeared.
The name “Glow & Lovely Cream” may be more politically correct, but the underlying pressure to meet certain beauty ideals is still alive.
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Consumer Reception is a Mix
Some consumers happily welcomed the rebranding, and for younger generations, the change made the product more comfortable to use. As a product that no longer had “fair” in bold letters across its packaging, making it a trusted skincare.
But others pointed out the inconsistency between the new name and the old purpose because of its marketing and ingredients that still support the matching societal standards, while changing skin appearance.
Should You Still Use Glow & Lovely?
From a skincare point of view, Glow & Lovely does work on the skin, especially for those who want to:
- Brighten dull skin
- Even our skin tone
- Reduce acne marks or dark spots
Dermatologically tested and safe, this cream is for everyday use, whether you are male or female. But it is not a fairness cream in the traditional sense that it will not bleach your skin.
If you’re looking for budget-friendly regular skincare products, Glow & Lovely and its following variants fit the bill:
- glow & lovely bright glow facewash
- glow & lovely bb multi-vitamin cream with foundation
- glow & lovely ayurvedic care+ face cream
- glow & lovely advanced multi-vitamin face cream
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Conclusion
The renaming of Fair & Lovely Cream to Glow & Lovely Cream is more than just a cosmetic change, but it reflects a shifting cultural narrative.
As consumers of the product or familiar with it, we need to continue to ask: what messages are we buying into? What values do these types of products represent?
Glow & Lovely Cream may now promote the idea of inner glow and outer confidence, but the product’s formulation, its effect on skin, and its pricing too remain largely unchanged.
Yes! It still aims to improve your complexion, reduce blemishes, and give a visibly brighter tone with up to 13% discounts on selected online cosmetics websites.
Note: How you choose to take care of your skin should be your personal choice, rooted in self-love, not societal pressure, whether you use Glow & Lovely or not, let your glow come from within. Share your thoughts in the comments below as Aap Ka Bazar® shared its knowledge, which is collected from some writing tools, newsletters, and packaging of the product.
