5 reasons why Plum says no to fairness creams

Hi there! You must be thinking we're crazy. Which skin care brand that's serious about the Indian market says no to fairness creams? After all, fairness creams account for over half of the skin care market in India. Well, we've got to admit we're a bit crazy. Crazy about what Plum stands for, and about how we think a well-meaning business should be run in a country like India. Read on to find out why Plum says no to fairness creams.


Reason 1: Natural, healthy skin is also the most beautiful.

One of the core beliefs of Plum (Plum's "first law of goodness"  - watch full video here), is that people look the prettiest in their natural skin provided it is healthy, and hence glowing. As Oscar Wilde said, "Be yourself. Everyone else is already taken".


Reason 2: Don't mess with natural biochemistry

The biochemistry of skin is very complex, and not fully understood. Plum believes in protecting, nourishing and repairing the skin using natural means, without the use of harmful chemicals. Messing with biochemistry to appear artificially "whiter"? Don't like. Skin is pigmented for a reason, and keeping pigmentation artificially suppressed is not doing your skin any favors.


Reason 3: Say no to harmful chemicals

So here's the thing. How many of you actually think ayurvedic is actually all natural? Or something that's called natural actually is? Get the facts here. Plum has a clear set of guidelines on what goes in, and what stays out - you can read Plum's ingredient philosophy here. We don't think bleaches and other "get white quick" schemes meet those criteria. To tell you the truth, we didn't even think it worth to check if they do.


Reason 4: Good sun protection gets you there

It's not as if Plum say no to all chemicals. Good quality sun creams (read our primer on sun protection here) using safe sunscreens (Plum does not use PABA) prevent excessive tanning and development of dark spots. That's more than half the battle won, without having to suppress melanin artificially. Plum has a range of SPF 20 and SPF 30 products which are especially designed for Indian weather. Any higher SPF is unnecessary, as you can see in our sun care 101.


Reason 5: Respect diversity

We seriously think that it's high time India (and Asia) moved past their obsession with fair skin. Thinking of and portraying dark-skinned people as losers is so medieval! A modern, progressive, liberal society cannot come about if we harbour such prejudices in our hearts and minds. As a brand that was founded with "Respect" as one of its four core values, Plum has resolved to never launch a skin whitening product.


Delightful goodness

Delightful goodness from safe, natural and life-friendly ingredients. That's what Plum stands for. And fairness creams do not fit that description. Agree/disagree? Let us know what you think  - leave a comment below, or get in touch by email, Facebook or Twitter. Cheers, be good!


What is Plum?

Plum is all about being good - to your skin, to your senses, to others and to the environment. People look the prettiest in the skin they were born in, and Plum uses some of the richest sources of natural nutrients such as sea buckthorn and macadamia, to create delightful skin care products! Without using harmful chemicals like parabens, SLS and phthalates.

Check out our all-new Hello Aloe Ecocert-certified organic daily moisturizer, available exclusively on our website - with FREE SHIPPING! Get the #no-makeup glow now!


I absolutely love, love, love Plum products! I use the entire green tea line for my extremely acne prone. I never used a toner or moisturiser. This was the first one I started with and believe me, I can tell the difference! I shared this link with my friends because some of them are so insecure about their skin tone. It’s absolutely true that we should be happy in our own skin and that healthy skin is beautiful. This article just lifted my spirit! Committing to Plum products to contribute my share. ❤
Janisha Noronha November 20, 2017

Thank you, Shweta.

SP July 26, 2014

really….i am happy that plum conveyed this message about why shouldnt we use fairness cream..i hope people out there understand and love them selfs being who they are…being fair isnt everything your inner beauty also matters..

shweta angel July 26, 2014

Hi Bhagyashri, thank you so much for taking the time to leave a comment, and really appreciate your warm wishes. It is indeed time to think differently about beauty and skin care. It’s surprising, but we feel India is behind the curve when it comes to choosing truly natural products that are transparent about what goes in and what doesn’t. Plum is a small beginning in that direction, and we’re thrilled to see the response all around. Thanks again!

SP July 25, 2014

I completely agree.Its high time that indians need to be conscious about something like this,and stop the age old melodrama of using fairness creams. Kudos to ur team.,and all the good luck for your endeavour and mission to make a healthy and feel good products for people!! Lots of love :-)

Bhagyashri@ July 25, 2014

Thank you, Monika. Plum needs your support & encouragement. Cheers, be good! – SP, Director of Goodness, Plum

SP July 11, 2014

Glad to see one cosmetic company saying the truth finally and being against the biggest bias in india that Only FAIR is beautiful! Kudos to you :)

monika verma July 11, 2014

@ Sarah: Thanks for being yourself. There are several “invisible prejudices” in Indian society today, and this one ranks right near the top. We need more people like you, glad to see!

Cheers, be good! – SP, Director of Goodness, Plum

PS: A little “thank you” gift is on its way for being one of the first to comment. Check your email soon!

SP July 10, 2014

I agree with you, people need to embrace their own ethnicity…. I am very fair, and love people with darker skin

Sarah Chilluffo July 10, 2014

Agree wid you

lilac95 June 26, 2014

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