In 2020, HUL rebranded its skincare brand Fair and Lovely to Glow and Lovely in response to criticism of promoting discriminatory beauty standards. Now, Emami has followed suit by renaming its men’s skincare brand Fair and Handsome to Smart and Handsome. To promote the new identity, Emami has appointed Karthik Aaryan as the brand ambassador. This shift is part of a broader trend in the cosmetics industry, with other brands like L’Oréal and Johnson & Johnson also moving away from skin-whitening terminology. Emami’s rebranding comes as the men’s grooming category has evolved, with greater focus on diverse solutions beyond fairness, as explained by Ashwani Deshpande from Elephant, the design consultancy behind the new branding.