Pakistani Celebrities

Celebrities endorsing fairness products – George Floyd and the launch of ‘Black Lives Matter’ movement

The brutal killing of George Floyd and the launch of the ‘Black Lives Matter’ movement has given birth to another very important discussion in Pakistan – celebrities endorsing fairness products.

It is obvious that most of our local stars are ignorant of how a simple brand advertisement plays a major role in fueling racism. There are some who have denied all such ad offers since the very start of their career. Mahira Khan, who has never signed a fairness cream product till now, recently came forth exposing that she had consciously been turning the offers down since she was a VJ.


In a tweet, Mahira wrote, “Been refusing ever since I was a VJ till now. Never endorsed a skin lightening product” in reply of “This is a genuine question- can you name me Bollywood/Pakistani stars who have never endorsed a skin lightening product”


Repeating Mahira’s thoughts, top singer Momina Mustehsan, also revealed how she has never hosted any such offers that have come her way.

She said that “Same here. Always turned down all fairness product endorsements. The amount of melanin in your skin has nothing to do with how beautiful you are. If we ALL responsibly refuse whitening endorsements, it might cause a shift in the market. We have the power to change the narrative”


Zara Noor Abbas submitted resentment for giving her cheap thought on the George Floyd case and the all-pervasive systemic racism widespread across the world. She was called out for her bunk over supporting the Black Lives Matter movement while endorsing a skin lightening product at the same time, thus suggesting a general idea that fairness is attractive.

In response, Zara had said: “That does not promote killing. Does not promote racism. Stop making this out of context when it is not the agenda. Your word doesn’t matter here. What matters is human life and equality and this is what I am here for. A face wash is killing No one.”