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For a Country Obsessed with Fair Skin, the Viral #UnfairAndLovely Campaign Is Shattering Stereotypes

“I am not pretty DESPITE being dark, I am pretty BECAUSE I’m dark. #unfairandlovely,” wrote Sneha Goud on Twitter showing her support towards the ongoing #UnfairAndLovely campaign on social media. Started by three students at the University of Texas, this campaign has brought together many people of colour from across the globe to share one common concern and to break some ridiculous stereotypes.

Pax Jones, Mirusha Yogarajah and her sister Yanusha Yogarajah started this campaign with an interesting photoshoot focused on colourism, featuring the South Asian sisters.

Mirusha and Yanusha are engineering students, and together with Pax they are fighting stereotypical beauty standards, while encouraging others to do the same. The photo series was an instant hit on social media and they thought of expanding it into a campaign. That is how the hashtag was born. According to Pax, this campaign is meant for any person of colour with dark skin – Black, South Asian, etc.

“We decided to name the series Unfair and Lovely in order to address the hyphenated identities of people of colour in the West, and colourism in the black and brown communities,” Mirusha told GlobalPost adding that she wanted darker-skinned women to realize that they are beautiful.

To read such messages splashed all across social media, in a country like India where many people are obsessed with fair skin, is nothing less than inspiring. We live in a world where if little girls start believing in advertisements for fairness products, they will never hope to get a good job or a successful life without a fair skin.

And it was about time that somebody came forward to challenge these standards in such a strong manner.

mirusha being unfair and lovely with her hyphenated identity #unfairandlovely

A photo posted by Unfair & Lovely (@unfairandlovely_) on

Kali tikka for a kali girl ??✨ #unfairandlovely #reclaimthebindi #selfie

A photo posted by Lincy (@lincyshroom) on

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