“WHITE PERFECT”
“FAIR & LOVELY”
“WHITE MIRACLE”
Around 60% of women in India use skin whitening products, men are a growing segment.
The campaign exists to challenge the belief that the value and beauty of people (in India and worldwide), is determined by the fairness of their skin. Through conducting workshops and events, the project has reached out to people from all walks of life, with the message, “a person’s self-worth does not depend on the colour of their skin”.
The Dark Is Beautiful campaign was started in 2009, by Women Of Worth, a non-profit based in India, as an awareness and advocacy campaign to fight colourism.
It seeks to draw attention to the unjust effects of skin colour bias, shaped by societal attitudes and reinforced by media messages that are corroding the self-worth of countless people, young and old.