My thesis is based off the topic of colourism in South Asian culture. I have created a natural skincare brand catered towards women of colour, with the aim of diminishing Eurocentric beauty standards inherent in society.Colorism is defined as prejudice or discrimination against individuals with a dark skin tone. Such discrimination is rooted in the longstanding colonial belief that lighter skin is better and more beautiful. Light-skin preference between and within many communities globally has led to adversity experienced by darker-skinned individuals. The disproportionate impacts of colourism result in psychologically, physically, social harm to individuals with darker skin, who often internalize feeling of inferiority.My interest in this topic stems from my own identity and culture. I am a brown-skinned Pakistani woman. Growing up, I noticed the disposition within my community and extended family towards individuals with darker skin. I heard countless remarks about the appearance of other’s skin tones and the ways in which these individuals were seen as less beautiful and ideal. In my youth, I internalized this belief. Through years of introspection, anti-colourism movements, social media influence, and conversations with my family and community members have led to myself and other woman accepting our brown skin. The internalized racism in South Asian (and many other) communities is prevalent and harmful. Therefore, it is important to contextualize conversations about colourism in the colonial history of South Asia. South Asia’s perpetuation of fair skin superiority is largely influenced by white colonizers. While, colourist ideologies stem from white supremacy, creating a dichotomy between light (and white) versus dark skin. Many South Asian communities believe that people with white skin are superior and belong to a higher social class. Considering that white skin is treated as a symbol of purity, it has become a standard of beauty overtime. I have realized that the best way to defy the ignorant opinions of others and work towards an anti-colonial framework is to stand firmly in my brownness, while supporting others to do the same.Moreover, the beauty industry profits off of colorism by selling skin bleaching products which contain extremely harmful chemicals, while also marketing products with terms such as “fair and lovely”. The intention of my thesis is to dismantle this toxic mindset and marketing by catering skin care to a society that is brainwashed into believing these bleaching products are good for their skin. South Asians have been using their own secret recipes for centuries, as part of their beauty routines. My brand has a holistic approach on beauty, based on the Ayurveda principle, which highlights that health and wellness depend on a delicate balance between the mind, body, and spirit. Umber encourages females to embrace their melanin by using products made with plant-based ingredients sourced from South Asia. Umber's product line incorporates a variety of selections that will leave skin feeling radiant, nourished, and beautiful in its own shade.

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