Mahira Khan and Ayesha Omar refuse to endorse skin whitening products

Mahira Khan and Ayesha Omar refuse to endorse skin whitening products

Sanam Saeed and Momina Mustehsan also shared that they never have and never will promote fairness products.
06 Jun, 2020

Ever since the #BlackLivesMatter movement has been gaining momentum worldwide following George Floyd’s murder, there has been talk regarding self-reflection and societal stereotypes in the South-Asian community.

One such conversation revolves around prejudice on the basis of skin colour, and the extent to which skin whitening products have been promoted in our cultures.

When BBC's Haroon Rashid took to Twitter to ask which Bollywood/Pakistani artist had never endorsed a fairness product, we were left scratching our heads.

Thankfully, Mahira Khan refreshed our memory.

"Been refusing ever since I was a VJ till now. Never endorsed a skin lightening product," she tweeted.

Ayesha Omar has also been declining for over w decade.

"Me!" she posted. "Been refusing offers to endorse various skin whitening products since 12 years. Have a very strong stance against it."

Momina Mustehsan added that she, too, never participated in such derogatory commercials, and dismissed any correlation of skin colour with beauty.

"Same here. Always turned down all fairness product endorsements," Momina said. "The amount of melanin in your skin has nothing to do with how beautiful you are. If we ALL responsibly refuse whitening endorsements, it might cause a shift in the market. We have the power to change the narrative."

And of course there’s Sanam Saeed as well.

However, it is understandable that while we appreciate these strong women for doing the right thing, we cannot be quick to punish and judge those who have since apologised for their ignorance, and are actively working to change and educate themselves.

For those of you who have acknowledged, and learning and growing, we see you. And for these powerful, women - thank you for doing the right thing.


M. Emad Jun 06, 2020 10:00pm
'Skin Whitening' products multi-million Rupee business in Pakistan.
Chrís Dăn Jun 06, 2020 10:51pm
Kami Jun 07, 2020 12:04am
Yes. Please also refuse Colas/sugary drinks endorsement. Bad for health and Pakistan
tahirqkhan Jun 07, 2020 02:13am
Bravo! That is the way to go! Skin whitening products undermine our national and cultural pride, enhance and takes advantage of our society's insecurities.
Umar Atwi Jun 07, 2020 04:45am
I suspect if they themseleves dont use it. Its a good stand they have taken. Definitely worth admiration. But lets make it a permanent end to racism and body shaming in general, rather than making it just another wave of chaotic, never concluding debate.
N abidai Jun 07, 2020 05:26am
Good decision, it causes inferioty complexes and depression in young girls and boys.
Khaled Jun 07, 2020 07:10am
Good to know some sensible and responsible people are still around ,who do not subscribe to such products
Aditya Jun 07, 2020 08:29am
Hats off to them for taking a stand. Indian celebs must learn from these two ladies.
Ali Jun 07, 2020 09:02am
Very proud of these ladies for saying NO to these products. Hopefully others will follow suit and most importantly the mindset of the people will change about beauty not having anything to do with skin color.
Illawarrior Jun 07, 2020 09:04am
Meanwhile, fair skinned people spend millions on tanning! Beauty, or lack thereof, has nothing to do with skin colour.
Ajay Jun 07, 2020 09:31am
Welcome , very few have courage to do so. Otherwise everyone is after money no matter what. Many in B town have no self respect
Rehmat Ali Jun 07, 2020 09:34am
In this group photo too,see their untold promotions of skin beauty products.Natural skin is totally different.
naveen Jun 07, 2020 09:56am
proud of u girls
OH Jun 08, 2020 02:14am
Now the golden question. Which TV channel has refused to air skin whitening products and advertisements! On the same principle.
FAZ Jun 08, 2020 07:54am
Also endorse to avoid skin lightening totkas in your morning shows.
AZAM AKBAR Jun 08, 2020 08:08am
Good decision and admiration.
SIAK Jun 08, 2020 11:00am
Great! it is about time.....Please also refuse dialogues denigrating the color Black as a joke or jest...No to Racist Jokes!!