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

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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

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 […]

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Fear to Freedom – Spiels from the Month of March

During the month of March, we celebrated “Fear to Freedom” on our Dark is Beautiful Facebook page. What better way to connect with one another than sharing each other’s experiences eh? WOW applauds each and everyone who chose to change the narrative that typically follows fear. Here are a few stories that we gathered from all over India. Fear to […]

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Kaali Kali

Dark is beautiful had a splendid opportunity to be a part of a solo exhibition titled “Kaali Kali”, by Yash Shankar that celebrated body positivity and diversity among women with the theme majorly focusing on skin colour discrimination. We love supporting and encouraging young artists like Yash who beautifully express their thoughts through their artwork. […]

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