Over the course of time, many have started calling out fairness creams for what they really are: a byproduct of colonialism.
Folks with darker skin tones have been shamed for too long into thinking they are unattractive and need such lightening products to be acceptable to society. And while we still have a long way to go, the process is ongoing and we'll take it.
Pakistani British fashion designer, Tan France had his own thoughts to share about the matter.
France, known for his work in the Netflix reboot of Queer Eye, started a new Instagram account called Shaded which talks about the topic of racism and he picked up the biggest name in lightening creams, Fair & Lovely to talk about the colourism within society, especially because it was "one of the main reasons I started this account."
"The name itself. Feels like a gosh darn hate crime... How is this even legal? How is this product still available in our local grocery stores, sat at the checkout, as a constant reminder that one should strive for fair skin, as fair skin [equals] beauty?"
"If you use this, or know of anyone using these bleaching creams, please know that they are bulls**t. Your colour is beautiful. You are desirable, just the colour you are."
In Pakistan, celebs like Nadia Jamil and Masarrat Misbah have also called out the brand and 'whitening' products in general while many celebs who have endorsed such brands such as Mawra Hocane and Sajal Aly have been called out for doing so.