The idea of ‘fair is beautiful’ has changed over the years but to only some extent. Many brands continue to advertise the fascination for fair skin.

Pakistani superstar Mahira Khan, who is in self-isolation amid the coronavirus pandemic, has revealed that she has always been refusing advertisements that endorse skin lightening ever since she was a VJ till now.

https://twitter.com/TheMahiraKhan/status/1268853415230218240

The superstar replied to answer of BBC journalist Haroon Rashid’s question regarding Pakistani and Indian stars who have never endorsed a skin lightening products.

Though the debate regarding the fairness cream endorsement has been in the public domain for long, it came in prominence in the aftermath of George Floyd’s death due to police brutality in America. It’s believed that he was a victim of the racial prejudice by the police.

Many Indian celebs strongly reacted to the incident and used the hashtag ‘All Lives Matter’ while expressing their opinion on the matter, but their followers were quick to point out the paradox in the comments. They said if a celebrity is endorsing skin lightening product or a fairness cream, they’re also contributing to widening the divide on the basis of skin tone.

Earlier, actress Iqra Aziz was offered a fairness cream ad and hit the headlines when she decided not to endorse.

Iqra’s husband, actor Yasir Hussain, took to Instagram to laud the actress and wrote, “It is imperative for me to mention here that it is indeed a bold step that Iqra has taken. Be happy with the way God has created you.”