Write your own fairy tale...
Forget Snow White, say hello to Chocolate Brown
According to Merriam Webster dictionary, Colorism is prejudice or discrimination especially within a racial or ethnic group favoring people with lighter skin over those with darker skin.
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The Indian cosmetics industry is continuously witnessing firm growth over the past years. As per Goldstein Research, India cosmetics market is valued at nearly USD 11.16 billion in 2017 and is anticipated to grow at a CAGR of 5.91% during the forecast period 2017-2025.
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A natural partnership exists between the entertainment industry and the cosmetic industry as many of the actors & actresses are brand ambassadors for fairness creams. Ironically, after the George Floyd's incident, actresses like Priyanka Chopra, Sonam Kapoor, Disha Patani have said that "all colors are beautiful" while also endorsing skin-lightening products. The countless Indian women who’ve grown up watching TV commercials of these products were certainly not taught that their skin color was beautiful. Instead, not only were we led to believe that our natural skin tone was unattractive, but that having lighter skin would instantly increase our worth as people.
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India's obsession with fair skin is well known and deep-rooted. We still have a long way to go to end colourism in India. #ColourMeRight is the start of a very long and undeniably difficult journey. This campaign aims to give a voice to countless women who have been made to feel invisible and forced into silence because of their skin colour.
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Hello. My name is Jovina. I wanted to make this website because as a South Indian, I have struggled with my skin color because all I have seen growing up are advertisements by these actors claiming that fairness means beauty. Colorism needs to be eradicated. We need to stop supporting these celebrities who are endorsing fairness creams and supporting multi-billion dollar industries that take advantage of the situation.
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