Embrace Melanin Initiative

…changing the narrative about what it means to be black and inspiring Africans to embrace melanin


Embrace Melanin Initiative is a Non-governmental organisation that was founded to eradicate colorism and harmful skin lightening practices from Africa and raise a generation of young Africans who embrace their melanin and are empowered, educated and self-aware.

Our Mission

to raise awareness and develop programs to reduce colorism and skin lightening practices and empower young African men and women. 


1. Educate- Raise awareness on the harmful effects of skin lightening practices and change the perception of dark skin through outreaches, the media and specialised programs.
2. Empower- empower the youth to be ‘proudly African’ through personal development, capacity building, skill acquisition and community development.
3. Influence- influence policies that restrict the sale of harmful skin lightening agents in Africa and address colorism especially in the workplace.
4. Rehabilitate- Provide dermatological and psychosocial services for people who suffer from adverse effects of skin lightening practices and set up a skin rehabilitation clinic, the first of its kind in Africa.
5. Innovate- start a skin care line exclusively for African skin suitable for healthy, glowing skin without altering the skin tone.


@veevirtuevee believes that black is beautiful and no woman should let colorism make her bleach her skin!

About the Founder

Dr. Anita Benson is a Medical Doctor with over a decade of clinical and research experience. She is a fellow of the West African College of Physicians, a Consultant Physician, Dermatologist & Venereologist. She also has a Master’s in Public Health from the University of Sheffield and is a 2018 Mandela Washington Fellow and a Fellow of the Center for Global Business Studies at Howard University. She is a youth mentor, melanin activist, award winning blogger and a published author. 

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