The changing face of skin lightening in India

The language of fairness may be changing, but the desire for lighter skin has not necessarily disappeared in our country. As skin-lightening practices move into skincare, dermatological procedures and digital spaces, the health consequences are becoming increasingly harder to recognise and regulate.

Skin lightening in India is changing. The fairness creams that once dominated advertisements are less visible today. The language around them has also shifted. Words such as ‘brightening’, ‘glow’, ‘de-tan’ and ‘even tone’ are now common across skincare products and digital platforms.