This is a simple thing to say and a harder thing to actually commit to as a business: we have never made a fairness or skin-whitening product, and we don't plan to.

Why we made this choice

We believe skincare should help skin feel and look healthier, not change how light or dark it is. That's a personal belief for us, and it shapes every product we make. It's not a claim about anyone else's choices or anyone else's skin, it's simply where we've decided to draw our own line.

What we focus on instead

Our products are built around things like firmness, tone evenness, brightness from healthier-looking skin, and gentle care for skin that needs more support. None of that requires changing someone's natural skin colour, and we don't believe it should.

Has this cost us customers?

Probably, yes. Fairness and whitening products are still popular in India, and choosing not to make them means we're simply not competing in that part of the market. We're comfortable with that. We'd rather be known for what we do make than expand into something we don't believe in just to reach a wider audience.

This connects to a lot of how we think about ingredients generally, including our approach to face mask or face pack in skincare, which is about genuine skin benefit rather than chasing a particular trend.

FAQ

Does NB by Ritu Walia make any brightening products?
Yes our Diamond Shine Face Brightener helps reduce the look of tan and dullness, which is different from changing natural skin tone.

Why do some brands still make fairness products if they're controversial?
That's a business decision for each brand to make. We've simply chosen not to be one of them.

Is choosing not to make fairness products a common stance among Indian skincare brands?
It's becoming more common, though it's still far from universal.