Decades of critique for promoting fairness as a symbol of beauty fell on deaf years; but finally in keeping with the mood of the world Hindustan Unilevers (HUL) drops the word 'Fair' from it's flagship beauty brand 'Fair And Lovely.' The decision has found support across segments and groups in the country.

While netizens welcomed the move by the company to rebrand the cream, celebrities too took to social media to laud the move.