The Story of Afghan Snow: India’s First Beauty Cream Launched in 1919

A century before cosmetic clinics began selling brighter and fairer skin through syringes and peels, there was Afghan Snow, a cult favourite in Indian beauty culture. It was India’s first beauty cream and was launched in 1919 by Ebrahim Sultanali Patanwala. The advertisements promised to deliver a "snow-like complexion". The ads also read, "There's nothing so radiant, so soft, so pure as a complexion made lovely with AFGHAN SNOW. This famous beauty product protects the skin against sun, wind and dust." Another slogan described it as "ASIA'S MOST FAMOUS BEAUTY AID."It remained one of the most famous beauty concoctions until the late 20th century and could be found on almost every dressing table. The cream was manufactured in India and was sold

as an all-purpose product that not only brightened the skin but also protected it from the sun. ES Patanwala developed the face cream after training with the makers of aromatic chemicals, Leon Givaudan of Switzerland.Read: Mirza Ghalib’s Summer of Mangoes, Old Tom Gin and Gulab JalSuch was the popularity of the cream that it was once boycotted during the Swadeshi Movement, as it was mistakenly believed to be a foreign product. The company had to contact Mahatma Gandhi and explain that the cream was manufactured in its factory in Byculla, near Victoria Garden in Bombay, now Mumbai.

The name "Afghan Snow" came about during the Afghan king’s visit to India. King Zahir of Afghanistan had decided to meet a couple of entrepreneurs during his visit to India. During this visit, ES Patanwala gifted him a hamper that included a jar of the cream without any labels on it. The Afghan king is said to have remarked that the cream reminded him of the snow back home. ES Patanwala then suggested the name "Afghan Snow", to which the king agreed.Today, the Patanwala family runs a brand called Petals Bath & Body. According to its website, the original packaging carried the words "By Appointment to the King of Afghanistan and the King of Jhalawar" until India became independent in 1947.According to the Petals Bath & Body website, the first Femina Miss India contest was sponsored by Afghan Snow in 1952. "They also sponsored Persis Khambatta, who later acted in the movie Star Trek. Some of the famous Bollywood personalities sponsored by Afghan Snow were Tanguturi Suryakumari (actress and singer) and Yashodhara Katju (actress and comedian). Until 1975, Patanwala were the sponsors of the Indian Navy Ms Navy contest," states the website. But eventually, Afghan Snow began disappearing from dressing tables as newer products claiming to give better results took over.