‘Whitening’ creams undergo a makeover but colorism persists

By Aya Batrawy,   July 28, 2020

DUBAI, United Arab Emirates (AP) — The world’s biggest cosmetics companies have been selling a fairy tale that often goes something like this: If your husband’s lost interest in you, if your colleagues dismiss you at work, if your talents are ignored, whiten your skin to turn your love life around, boost your career and command center stage.

No company has had greater success peddling this message across Asia, Africa and the Middle East than Unilever’s Fair & Lovely brand, which sells millions of tubes of skin lightening cream annually for as little as $2 a piece in India.

The 45-year-old brand earns the Anglo-Dutch conglomerate Unilever more than $500 million in yearly revenue in India alone, according to Jefferies financial analysts.