Morena and Proud: 4 Filipinas Pushing for Beauty Inclusivity
Fair skin has been a beauty standard in the Philippines due to colonial history and media influence. It remains linked to privilege, driving a massive skin-whitening industry. Now, more Filipinas are embracing their natural morena color and redefining beauty.
The Long History of ‘Maputi’ as a Beauty Standard
The preference for fair skin in the Philippines has deep historical roots. During the Spanish colonial era (1521–1898), mestizos (those of mixed Spanish and Filipino ancestry) were placed at the top of the social hierarchy. Their lighter skin became a symbol of wealth and privilege, while darker-skinned Filipinos were often associated with laborers and the working class. This bias continued through American colonization and into modern times, reinforced by media, beauty industries, and cultural narratives that favor Eurocentric features.
Today, despite movements promoting inclusivity, fair skin remains an aspirational beauty standard, deeply embedded in Filipino society.
4 Figures Challenging the ‘Maputi’ Beauty Standard
Nadine Lustre: The Morena Queen
Nadine Lustre is a vocal critic of colorism in the Philippine entertainment industry. She openly embraces her tan skin and has challenged society’s obsession with fair skin, encouraging Filipinos to appreciate their natural beauty rather than conforming to Westernized beauty standards.
At an event for Snail White, she said “I used to not like my skin growing up just because there were so many people [who] would tell me, ‘morena mukhang madumi’ (dark skin looks dirty). And then, when I would go to castings lagi akong pinapauwi kasi ako lang ‘yung morena (I would always be asked to go home because I was the only one with dark skin) and everyone else is mestiza (fair-skinned). I used to hate my skin color, but now it’s the best thing that I have.”
Asia Jackson: The Fil-African Activist
Next, a Filipina-African American influencer, Asia Jackson launched the viral hashtag #MagandangMorenx (Beautiful Morena) to celebrate brown-skinned beauty. Her campaign fights against colorism and the pressures to whiten one’s skin, inspiring many to embrace their natural complexion.
“It took me a very long time for me to love my color as it is, and I never want anyone to feel alone like I did. I created #MagandangMorenx to help open dialogue for an issue that, for some reason, everyone likes to ignore.” Jackson said.
Inka Magnaye
Furthermore, voice talent and content creator Inka Magnaye has been vocal about her pride in being morena. She actively challenges Eurocentric beauty standards and promotes self-love by encouraging Filipinos to embrace their natural skin tone.
Ayn Bernos
Lastly, Ayn Bernos, a content creator and entrepreneur, strongly advocates for morena representation in pageantry and media. She uses her platform to inspire confidence in brown-skinned Filipinas and calls for a more inclusive definition of beauty.
The Future of Beauty Standards
With these voices leading the charge, the conversation around beauty in the Philippines is slowly shifting. These individuals and movements are helping to dismantle outdated perceptions, pushing for a more diverse and inclusive standard that celebrates all skin tones.
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True beauty is not defined by fairness but by confidence, authenticity, and self-love. As more Filipinos embrace this mindset, the country moves closer to a society where all complexions are equally valued and celebrated.
