After the global name change, Glow & Lovely (previously known as Fair & Lovely) launches the first of its kind power packed anthem, embracing and celebrating diversity in beauty. More than just a name change, the brand holds true to its promise of a progressive evolution encompassing and embracing the complete skin colour spectrum.

Without a doubt, this will mark the dawn of a new era as an industry leader opts to make such a drastic change in pursuit of evolving the brand’s conversation while reflecting the aspiration and changing needs of its consumers.

With refreshing new visuals, the anthem features not just coloured women but also those who happen to be from unconventional professions and inspiring – including the likes of the Pakistani women’s football team captain, Hajra Khan; or Sumaira Waris, the first Pakistani female tabla player; or even the female boxer, Naina.

The impressive performed by Aima Baig are bound to move any listener. “Mitti ke 100 Rung hein. Aik rung main aik rung tu. Thaan liya jo tu ne. Ab kar ke dikhana hai. Jaan lia jo Dil nai. Manzil nai khud bhulana hai.”

The concept revolves around much more than diversity. The anthem also inspires women to own their identities, and fight for their dreams even amidst odds. It aspires limitless possibilities waiting to be conquered. It shouts out loud for women to reclaim their rightful space in society.

This is yet another right step Glow & Lovely has actively taken as part of their evolution towards representing a multidimensional all-inclusive beauty. The significance is bound to echo amongst other beauty brands, perhaps even urging them to follow suit.