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

Flawsome Savi

Flawsome Savi

1. What was it about the flawsome 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

A Masterpiece

A Masterpiece

“If only your nose was straight and sharp like your father’s…and if only your skin tone was a bit lighter..” These were the words spoken by my grandmother over and over again for much of the first 27 years of my life. A retired surgeon, a very accomplished one at that, she raised me up entirely […]

More

Redefining Beauty

Redefining Beauty

We exist in a time where information is more easily accessible than ever before. Along with information, we are often bombarded with opinions, and at times it can be hard to discern the difference. One of the areas this difficulty arises in, is in defining beauty. Not only are we often presented with fake images […]

More

Do Away with the ‘But’

When I stepped out in the sun, my skin breathed, long, life giving breaths, as it bathed itself silly in the slanting, loving sunshine. But, I never truly enjoyed the sun, as I should have, for a fear nagged at me. I’ll tan, I’ll become darker and I won’t be beautiful. So, I ran back […]

More