SHADES OF INJUSTICE – “Unveiling the power of Colourism and Beauty Privilege.”

Reported by Devapriya K J
Pune, 24th June 2025: We are living in a beauty obsessed world, where all faces aren’t equally treated. Beneath the surface of society lies an unspoken truth of colourism and beauty privilege. It is not just a trend – it’s a cultural construct that most of us face today. Even with world advocacy for representation, these biases continue to shape perception and limit opportunities.

“Why is it that a dark-skinned woman always has to justify her presence? Fairness is not a prerequisite for beauty or success.” – Nandita Das (Indian Actress & Activist)

WHAT IS COLOURISM?
“Colourism is the daughter of Racism.” -Lupita Nyong

Colourism is the prejudice based on the skin tone, commonly among the same racial or ethnic group. It’s a very common trend now seen on social media where several communities are favouring lighter skin tone and marginalising the darker tones.
Across many south Asian and African countries, colourism is a long standing issue rooted in historical power structures and media portrayals. The concept of fair skin has historically been connected with the pretty privileges and success, turning complexion into a social currency.
From the fairness cream advertisements to the skin whitening Korean treatments, dark skin is still considered as a taboo by many. And sadly people are still getting scammed by billion dollar beauty brands.

BEAUTY PRIVILEGE – THE UNSPOKEN ADVANTAGE
Being fair skin is not the only challenge that a woman faces to fit in this society. A woman should be fair, slim and fit in order to attain the “Beauty Privilege”

What is Beauty Privilege?
Beauty Privilege is the invisible edge that society grants to those who are considered the “mainstream definition of beauty”. Studies have proven that good-looking people are more likely to be hired and promoted than the average looking ones. Its harsh reality of the world that we live in, a world where respect and better treatment comes with the price of beauty.

ROLE OF MEDIA
From Hollywood to Bollywood, the portrayal of beauty is still strongly titled in one direction – FAIR & FIT. We can see in most movies or commercials the leading roles are often played by fair actresses and the dark skinned actresses are often assigned stereotypical portrayals like Villain or Servants. Bringing up the message that beauty and power are still tinted a few shades too light. Social media has complicated this issue further by prioritising more filters of lighter skin and continues to promote a singular vision of beauty, which often excludes the darker skin tone.

But even in this picture perfect digital world, resistance is rising. Multiple movements like #UnfairAndLovely, #MelaninMagic, #BrownSkinGirl is embracing beauty and breaking the silence around colourism.

WHAT NEEDS TO CHANGE?
Across various cultures the burden falls on the dark skin women where they are bought with the constant messages – to be beautiful, you should to be fair, thin and flawless. Which will turnout to a lifetime insecurity. We have normalised bias for too long and now it’s time to dismantle it.

Change must begin with education and better media representation. Students should be taught from the school itself that beauty exists in every shade. Everyone – from parents to teachers to public figures – the message should be passed on.The definition of beauty must be redefined to include the natural skin tone, textured hair and non-Eurocentric features. It’s in the hands of consumers to support what’s right- start supporting the brands that break the bias and celebrate the real diversity. Finally, workplaces and government policies should address the colour discrimination that individuals face on a daily basis and should ensure that hiring and promotions are not made on the basis of conventional beauty but on the pure basis of skills. The future demands a change-now, not later.

In truth, colourism is power and beauty privilege is the gateway to this power. But beauty should never be a price tag for acceptance. We all deserve a world where respect isn’t on the basis of skin tone and confidence isn’t built on comparison.

It’s time to speak out and say that :
“You’re value isn’t defined by your skin tone”
“You’re beauty isn’t measured by your complexion”
“You’re enough as you are”