Unilever Pakistan has announced that it will stop using the word ‘Fair’ in the brand name ‘Fair & Lovely’, in a bid to become ‘more inclusive and diverse.”

The new name of Fair & Lovely will be announced after the necessary regulatory approval, Unilever Pakistan said.

The company said that it has also removed all visuals or words on Fair & Lovely’s packaging that could indicate a fairness-led transformation – including the removal of dual-faced cameo showing shade transformation, as well as the shade guides.

“Unilever is an organization that is evolving continuously, and today we have taken the next bold step in our evolution by committing to a more inclusive and diverse portrayal of beauty. This ambition has been in the works for some time with significant steps such as the removal of the dual-faced cameo and shade guides from the packaging of Fair & Lovely in 2019,” said Amir Paracha, Chairman & CEO, Unilever Pakistan Limited.

In addition to the changes to Fair & Lovely, the rest of our skincare portfolio will also reflect the new vision of positive beauty.

The Indian unit of Unilever said on Thursday it will drop the word “fair” from its “Fair & Lovely” range of products, which have long been criticised for promoting negative stereotypes against people with darker skin.

The move comes as cosmetics companies have seen an increasing amount of backlash on social media in the wake of the Black Lives Matter movement.