For years and years, women have borne the brunt of age-old stereotypes and prejudices. Skin color has been one of the deepest wounds of all the challenges they've faced. They, for no fault of theirs, have had to deal with the scars of colonialism and the obsession with white skin. But the question is - for how much longer? When will we stop judging beauty by color? How many lives would be lived thinking that brown skin is inferior? Also, ironically, as far as my knowledge goes - Melanin, the substance that makes your skin dark also absorbs harmful UV (ultraviolet) rays and protects your cells from sun damage.
Table of contents
This Women's Day, We Look Beyond Fairness Because White Is Just Another Color
The impact of colorism: The dark-skinned woman is a burden on the family
Psychological and Social Impacts
Economic and Employment Impacts
Changing the narrative: Dark skin is beautiful too!
Oteria: Skincare for All, not just the ‘Fair’
The legacy of Colorism
Colorism is a deeply ingrained issue, especially in countries like India, where fairness creams have historically dominated the beauty industry. The obsession with lighter skin is beyond just a beauty preference, it’s a reflection of systemic biases that have dictated opportunities, social treatment, and self-worth for generations.
Women, in particular, have borne the brunt of this bias, often facing scrutiny for not fitting into the so-called ‘ideal’ shade. From marriage prospects to career opportunities, skin tone has unfairly influenced the way society perceives and treats individuals. Open the matrimonial section of any newspaper and you will still see advertisements asking for ‘fair brides for not-so-fair grooms. Advertisements, cinema, and pop culture have long perpetuated the myth that fair skin equates to beauty, success, and desirability, reinforcing unrealistic standards that many struggle to attain.
This bias isn’t just limited to social perception, it has economic and psychological consequences as well. The global beauty industry has capitalized on these insecurities, marketing skin-lightening products as a solution to an artificially constructed problem. Meanwhile, the mental toll on those constantly made to feel ‘less than’ because of their skin color is immeasurable, leading to diminished self-esteem and internalized discrimination.
The impact of colorism: The dark-skinned woman is a burden on the family
A famous copy by ‘Smith and Jones’ comes to mind whenever I think about the many scars of colonialism - ‘Angrez chale gaye, inhe chor gaye’. One of the many ‘inhe’s’ here is colorism, the negative impact of which is still very, very prevalent. Let’s take a look:
Psychological and Social Impacts
● Self-esteem and beauty standards: Colorism often leads to internalized negative perceptions of beauty, particularly affecting dark-skinned individuals. When someone is repeatedly called ‘Kali-Kaluti’, it attacks their self-confidence. They start perceiving themselves as less attractive or less desirable compared to lighter-skinned peers.
● Social relationships: Colorism can influence social interactions and relationships, with darker-skinned individuals facing challenges in forming friendships and participating in social events.
Economic and Employment Impacts
● Employment bias: Studies have shown that lighter-skinned individuals receive preferential treatment in hiring processes and career advancement. This bias can result in higher wages and better job opportunities for those with lighter skin tones.
● Economic disparities: Colorism contributes to economic disparities within communities, as lighter-skinned individuals may have greater access to resources and opportunities.
Cultural and Societal Impacts
● Global prevalence: Colorism is a global phenomenon, observed in various cultures and societies. It is often linked to colonial legacies and the internalization of Western beauty standards.
● Institutional perpetuation: Continuously equating fairness with beauty and success, society sustains an unfair system that disadvantages millions. Breaking this cycle requires redefining beauty standards and embracing the richness of all skin tones.
Changing the narrative: Dark skin is beautiful too!
For generations, the idea of beauty has been tightly woven with the notion of fairness. Dark skin has been seen as something to lighten, to hide, or to "fix." But slowly, a shift is happening—not just in the beauty industry, but in the way people think, speak, and see themselves. The conversation is no longer about fitting into outdated and nonsensical beauty standards, it's about redefining them altogether.
At the heart of this change is a growing understanding that beauty is not confined to a single shade. Dark skin is not just acceptable, it is powerful, radiant, and inherently beautiful. This shift in mindset is challenging the deep-rooted belief that lighter skin equals success or desirability. It is a rejection of the colonial hangover that has plagued communities for centuries, a refusal to let skin color dictate one’s worth.
This transformation is not just external, it is deeply personal. It is about unlearning years of conditioning and recognizing that melanin is not a flaw but a gift. It is about seeing dark skin in all its richness, not as an obstacle but as something to be embraced with pride.
More people are speaking up, rejecting fairness creams, and celebrating their natural tones. Beauty is no longer a one-size-fits-all concept, and the narrative is shifting towards inclusivity and self-love. The question is no longer, "How do we lighten skin?" but rather, "Why was fairness ever considered superior in the first place?"
Changing this mindset does not happen overnight, but every conversation, every act of self-acceptance, and every representation of dark skin as beautiful pushes society further away from harmful biases. The truth is, beauty was never about fairness, it was always about confidence, authenticity, and self-love. And that is a standard worth embracing.
Oteria: Skincare for All, not just the ‘Fair’
For decades, mainstream beauty brands have upheld fairness as the ultimate skincare goal, sidelining the rich diversity of Indian skin tones. Oteria is challenging this outdated narrative by creating skincare that embraces all shades, not just the ‘fair.’ With formulations rooted in traditional Indian ingredients and modern dermatology, Oteria caters to the unique needs of Indian skin. By shifting the focus from fairness to real skin health, Oteria is redefining beauty standards and proving that radiant skin has nothing to do with being lighter, it’s about being your healthiest, most confident self. Let’s take a close look at some of Oteria’s products:
Whipped Body Yogurt
Experience deep hydration with our fast-absorbing, non-sticky Body Yogurt—perfect for silky-smooth skin after every shower. Enriched with Red Algae Extract, this body yogurt for women revitalizes stressed skin in just 3 days, leaving it refreshed, velvety, and radiant—no matter your skin tone. Because real skincare isn’t about fairness, it’s about health and nourishment. Oteria’s whipped body yogurt is your go-to cream after shower for long-lasting moisture and softness.
Benefits
● Promotes smooth and healthy skin
● Quick-absorbing formula
● Non-sticky
● Instantly hydrates and refreshes the skin
Key ingredients
Red Algae Extract: Enhances skin suppleness and hydration.
How to use
Apply product as needed and massage into damp skin post shower, or when skin needs hydration.
FOR EXTERNAL USE ONLY. Keep protected from light and moisture at a temperature not exceeding 30°C. Keep out of reach of children.
Green Coffee Shower Gel
Energize your skin with Oteria’s Green Coffee Shower Gel, infused with pure Arabica Green Coffee Beans from Chikmagalur. This shower gel hydrates, repairs, and refreshes, leaving your skin smooth and radiant—regardless of its color. Oteria’s Green Coffee Shower Gel is the ultimate choice when it comes to the best shower gel for men, the best shower gel for women, and more.
Benefits
● Hydrates & nourishes skin
● Restores radiance & glow
● Promotes youthful and fresh skin
● Keeps skin hydrated
● Improves skin texture
● Repairs and heals damaged skin cells
Key ingredients
Green Coffee Extract: Hydrates, nourishes, and revitalizes skin, unveiling a youthful radiant glow for all-day skin-rejuvenation.
How to use
Pour the shower gel on a wet loofah or palm. Apply to wet skin, work into a lather, and rinse.
Caution
FOR EXTERNAL USE ONLY. Keep protected from light and moisture at a temperature not exceeding 30°C. Keep out of reach of children.
Check out our entire range of products here.
This Women’s Day, let's try to celebrate women irrespective of their color. And why just Women’s Day? Let’s do this every day. We cannot change what has happened in the past, but we can make a change today and lay the foundations for a world where women of color are not mocked and looked down upon. A world where white is not the beauty standard but just another color in the spectrum.
FAQs
1)What is colorism, and why is it a problem?
Colorism is the bias that favors lighter skin tones, affecting social, economic, and personal opportunities, especially for women. It perpetuates harmful beauty standards and impacts self-esteem.
2) Why is fairness still glorified in India?
Colonial history, media, and the beauty industry have long equated fairness with success, desirability, and social privilege, reinforcing an unrealistic and exclusionary ideal.
3) How does colorism affect women?
Women face discrimination in marriage, career opportunities, and social acceptance based on their skin tone, often leading to lower self-worth and internalized biases.
4) Is darker skin really a disadvantage?
No! Darker skin is rich in melanin, which protects against UV damage and aging. It’s time to recognize melanin as a strength, not a flaw.
5) How is Oteria redefining beauty?
Oteria champions skincare for all tones, focusing on nourishment and health instead of fairness. Our products enhance natural beauty, irrespective of skin color.
6) Why should we move beyond fairness-based beauty?
True beauty lies in confidence, self-love, and skin health—not in being lighter. It’s time to embrace diversity and reject outdated standards.
7) What can individuals do to combat colorism?
Challenge fairness myths, support inclusive brands, and uplift all skin tones in everyday conversations, media, and workplaces.
8) How can I celebrate Women's Day beyond skin color?
Recognize women for their achievements, not their looks. Encourage body positivity, inclusivity, and empowerment every day—not just on Women’s Day.