About the campaign

Dark is Beautiful is an awareness campaign that seeks to draw attention to the unjust effects of skin color bias as well as to celebrate 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 an Indian woman is determined by the fairness of her skin. This belief—shaped by societal attitudes and reinforced by media messages—is corroding the self-worth of countless girls and women.

While it would appear that skin color is an issue that affects women, our campaign has drawn a strong response from men, too.

The campaign that aims to instigate and inspire change in traditional attitudes, perceptions and definitions of beauty.

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. 

You can sign the petition against "unfair" advertising  here.