#NoShade Campaign Combats Colorism and Encourages Women to Celebrate Their Diversity

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If the aftermath of the recent election is any indication, women, especially those of color, need as many reminders as they can get that their beauty and spirit is respected, valued and appreciated. Although the past week’s headlines have included racist graffiti in schools and hate groups who didn’t hesitate to express exactly what they believe about women and people of color, one company is focusing on how to celebrate diversity and bring women together.

Urban Skin RX, a skincare company focused on healthy skin care and highlighting women’s individuality, recently launched the #NoShade campaign which has cleverly found a balance between applauding diversity among all women while encouraging unity.



On the site My Shade Is, the company is inviting women to upload a picture of themselves with the hashtag “MyShadeIs” where women have shared everything from their complexion to their character for the chance to win a $100.00 in Urban Skin Rx products.  Most importantly, the company celebrates healthy skin as much as they do beauty. Founder, Rachel Roff states,

“In my line of work, I’ve come across women of all shades, very diverse, different backgrounds, who all have the same concerns and insecurities about looking and being a certain way. It’s important to me to bring women together and help them understand we may vary in shades, but we are the same and to be confident with who they are by celebrating diversity and individuality.”

Urban Skin Rx has also partnered with Girl Talk Foundation Inc., a nonprofit whose mission is to empower girls and give them a voice in a world of social media feeds and the media can contribute to a culture of insecurity, bullying and low self-esteem.


Singer Fantasia, an avid user of Urban Skin RX products has joined in on the hashtagging, stating:

“Often when we celebrate who we are it is taken as shading someone that’s different! I want all women to join me in celebrating who you are and your uniqueness!”

As we struggle to shed light on the immense amount of shade that has been thrown women’s way by the country in these past few days,  it’s inspiring to see a company celebrating the differences that make us all beautiful in our own way.

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