Dark is Beautiful is an awareness campaign that seeks to draw attention to the unjust effects of skin colour bias and also celebrates the beauty and diversity of all skin tones.

Launched in 2009 by Women of Worth, the campaign challenges the belief that the value and beauty of people (in India and worldwide), is determined by the fairness of their skin. This belief, shaped by societal attitudes and reinforced by media messages, is corroding the self-worth of countless people, young and old.

Celebrating 1.2 Billion Shades Of Beautiful

Follow this campaign on Twitter, Facebook and our blog.

Start A Drive To End Colour Bias

Inspire and instigate change and stop biased messages in advertising by starting an awareness drive today at your campus, work place, or city.

Get Details!

While it would appear that skin colour bias is an issue that affects women, our campaign has drawn a strong response from men, too.

Amidst a global craze for fairness products and careless advertising, we aim to educate and empower consumers to make wise choices by conducting Media Literacy workshops and Life Skills training.

In a “Fair and Handsome” ad, Shah Rukh Khan tosses a tube of fairness cream to a young fan. In the next scene, the boy’s skin grows whiter, his smile brightens and his hopes rise. The message: Fair skin is a prerequisite for success.

Such irresponsible advertising propagates discrimination among men, women— and even children.

Actress Nandita Das has observed, “Now the insecurities of men are also surfacing with equal number of fairness products for them. Such pressure and so little public debate around it!”

It’s time to let brands and brand ambassadors know that our country is ready to shed age-old biases and let every person feel comfortable in their own skin.

“Beauty Beyond Colour” is an initiative of the Dark is Beautiful campaign that is speaking up for men and boys, who are also targets of “unfair” advertising.

Together, let us raise our voices to reflect a nation that celebrates every shade of beautiful and handsome!

Latest blog posts

Being a Mom

Being a Mom

I am a mother of two children – a boy, 8, and a girl,6. I absolutely love being a mother and I embrace that role whole heartedly. My hope, and my dream for them is that they would grow up to be a man and woman with integrity, values and a sense of responsibility. At […]

More

An Accidental Celebration

An Accidental Celebration

I have a room!  The house we recently moved into was previously colonized by a furry feline and the master bedroom was its throne room. We discovered its existence without ever having the trouble of meeting it. The allergic reactions suffered by my husband and my daughter immediately informed us of this room’s previous tenant.  […]

More

Flawesome Jaya

Flawesome Jaya

What was it about the flawesome series that got you interested in sharing your story with us ? News is that none of us are flawless and it was my desire to share my common place story so that it would make a difference to atleast one person. Give us a bit of your background […]

More

Flawesome Savi

Flawesome Savi

1. What was it about the flawesome series that got you interested in sharing your story with us Savi? Nobody is born perfect or even becomes perfect. Everyone has some flaw or the other. I wouldn’t even call it a flaw, that’s a big word, it could be a limitation. It’s how we work through […]

More