Shades of Confidence is a social movement dedicated to addressing colourism in the beauty industry. Our mission is to change the narrative of beauty to encompass all skin tones so that everyone is able to feel beautiful in their own skin.

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Our primary area of focus is colourism, which is the unconscious/systemic discrimination of people based on skin tone, typically where lighter skin tones are given preference. 

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The presence of colourism in the beauty space indicates that a vast amount of people are not being represented or are being misrepresented in media. This can lead to unhealthy biases and feelings of inferiority, which can further perpetuate the idea that beauty can be measured by the colour of one's skin.

 

Our goal is to give BIPOC and other communities a platform to share their thoughts and promote inclusive brands; and ultimately invoking a positive change in the cosmetics industry.

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This way more people can feel as if they are being seen, and are given the opportunity to identify with the people they see in makeup advertisements and marketing.

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