Reasonable and Lovely is a skin-helping corrective result of Hindustan Unilever acquainted with the market in India in 1975. Reasonable and Lovely is accessible in India, Bangladesh, Malaysia, Indonesia, Singapore, Brunei, Thailand, Sri Lanka, Pakistan and different parts of Asia and is likewise sent out to different parts of the world, for example, the West, where they are sold in Asian grocery stores. 

Unilever licensed the brand Fair and Lovely in 1971 after the protecting of niacinamide, a melanin suppressor,[1] which is the cream's primary dynamic fixing. Starting at 2012 the brand involved 80% of the decency cream showcase in India, and is one of Hindustan Unilever's best beautifiers lines.[2] 

The objective customer profile for Fair and Lovely is the 18 or more age gathering, and the majority of the clients are in the age 21-35 category,[3] however there is confirmation that young ladies as youthful as 12-14 additionally utilize the cream.[4] Hindustan Unilever Limited research guarantees that "90 percent of Indian ladies need to utilize whiteners since it is optimistic, such as getting in shape. A reasonable skin resembles instruction, viewed as a social and monetary stride up."[5]