Unilever Nepal Limited has announced the next step in the evolution of its skin care portfolio, with the rebranding of its brand Fair & Lovely.

Taking forward the brand’s journey towards a more inclusive vision of beauty, the company will stop using the word ‘Fair’ in the brand name ‘Fair & Lovely’. The new name of Fair & Lovely will be announced after the necessary regulatory approvals, the company said in a press statement.

Over the last decade, Fair & Lovely’s advertising has evolved to communicate a message of women empowerment. In early 2019, the brand’s communication moved away from benefits of fairness, whitening and skin lightening, towards glow, even tone, skin clarity and radiance which are holistic measures of healthy skin.

Unilever Nepal also removed any visuals or words on Fair & Lovely’s packaging that could indicate a fairness-led transformation – including the removal of two-faced cameo showing shade transformation, as well as the shade guides.

The company said it upholds principles that no association should be made between skin tone and a person’s achievement, potential or worth.

Sanjiv Mehta, President-South Asia, Unilever said, “We are making our skin care portfolio more inclusive and want to lead the celebration of a more diverse portrayal of beauty. In 2019, we removed the two faced cameo as well as the shade guides from the packaging of Fair & Lovely and the brand communication progressed from fairness to glow which is a more holistic and inclusive measure of healthy skin."

"We now announce that we will remove the word ‘Fair’ from our brand name Fair & Lovely. The new name is awaiting regulatory approvals, and the pack with the revised name will be available in the market in the next few months.”

Fair & Lovely works to improve skin barrier function, boost the skin’s microbiome, improve skin firmness and smoothen skin texture to enhance radiance and glow holistically, according to the company's press statement.