Usage of word “fair” as a skin descriptor

[KamiBee]

Why do companies like Sephora and others continue to use the word “fair” to describe light skin tones? It is archaic and implies that darker skin tones are not as good as lighter ones. Fair denotes just, beautiful, light. It means in accordance with the rules, among other positive qualities. Why? 

[keelybt]

@KamiBee Thank you for sharing this feedback. I will definitely share it with the appropriate department for future consideration.