Non-governmental organisation · Founded 2018
Redefining what it means to be Black.
We exist to end colorism and harmful skin lightening across Africa and the diaspora — and to raise a generation of young Africans who embrace their melanin and are empowered, educated and self-aware.
Why this work
Not lighter. Not darker. Yours.
Colorism teaches people to measure worth in shades. Skin lightening turns that lie into a health crisis. We answer with education, rehabilitation, policy and pride.
77%
of Nigerian women reported using skin-lightening products, according to WHO figures widely cited in reporting.
Sources: WHO estimate as reported by VOA News & Afrocritik.
Our Mission
To raise awareness and develop programs to reduce colorism and skin lightening practices, and empower young African men and women.
i. Educate ii. Empower iii. Influence iv. Rehabilitate v. Innovate
Embrace the shade
14+
Cities Reached Across Africa & Europe
100+
Free Dermatology Consultation through Community Outreach Programs
25+
Team of Volunteers & Healthcare Professionals
Why we exist
“Healthy skin glows, lighter is not better.”
Colorism is harm inflicted by people of your own community. A billion-dollar cosmetics industry has profited from it while millions pay with their health. We exist to change that system, not just treat its symptoms.
01. Educate
02. Empower
03. Rehabilitate
04. Influence
05. Innovate
#MelaninChutzpah
Help us say it in more places.
Every shade is the right shade. Your gift or your time puts that message in front of the next young person who needs to hear it.