#MAGANDANGMORENX
Celebrating the diversity of Filipino beauty.
What is #MagandangMorenx?
#MagandangMorenx, which means “beautiful brown skin” in Filipino, is a movement that challenges the colorist beauty standards deeply rooted in Filipino media and culture. From the widespread use of whitening products to an entertainment industry dominated by mestiza representation, the preference for lighter skin reflects the lingering impact of Spanish colonization and colonial ideals of beauty.
This standard persists despite the fact that tan and brown skin is native to the Philippines—a tropical archipelago in Southeast Asia. For generations, brown-skinned Filipinos have been made to feel ashamed of their natural complexion, often treated as less desirable or less beautiful.
Founded in 2016, #MagandangMorenx is a cultural reclamation. It empowers Filipinos to celebrate the full spectrum of our skin tones and redefines what it truly means to be Filipino. Through inclusive storytelling, representation, and a celebration of heritage, the movement affirms that brown skin is not something to fix—it’s something to honor. It’s a reminder that beauty is not defined by proximity to whiteness, but by the pride we take in our identity.
Who & Why
Asia Jackson—a Black and Indigenous Filipino actress and content creator—created #MagandangMorenx in 2016 as a direct response to her lived experience with colorism. While living and attending school in the Philippines, she was bullied for her darker skin tone—a reality that left lasting impacts on her self-esteem and sense of belonging.
Determined to spark change, Asia launched #MagandangMorenx (“beautiful brown skin”) to challenge the colorist beauty standards embedded in Filipino culture. What began as a personal act of reclamation has grown into a powerful movement that uplifts brown-skinned Filipinos, affirms their beauty, and creates space for more inclusive representation.
Rooted in pride and self-acceptance, #MagandangMorenx encourages a redefinition of Filipino beauty—one that celebrates the full spectrum of skin tones and empowers individuals to embrace their identity with confidence.
“My name is Asia Jackson and I believe that colorism is an archaic system that must be dismantled.”
Spreading Awareness
Since 2018, Asia Jackson has spoken at universities around the world, captivating audiences with powerful talks on colorism, identity, and the importance of embracing diversity. Drawing from her personal experiences and the cultural impact of her viral movement #MagandangMorenx, she offers insight into the ways beauty standards are shaped—and how they can be redefined.
University of California, Los Angeles
University of California, Berkeley
Seattle University
California State University, Northridge
University of Southern California
Syracuse University
Boston University
California State University, Fullerton
Through her engaging, honest storytelling, Asia sparks meaningful conversations about the harm of colorism within Filipino communities and beyond. Her university talks invite students and faculty to reflect, unlearn, and reimagine a more inclusive world—one where all skin tones are celebrated and every story is seen as worthy.
Asia has also been invited to speak at events such as the It’s A Girl Thing Festival in Manila, Philippines as well as the Garage Talks series in collaboration with HYPEBAE in Montréal, Québec.
“Colorism in the Filipino community has always been something I’m passionate about because it affected me so much. I was like, I can’t be the only one affected by this,” Jackson said. “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.”
— NBC News
Impact & Recognition
The impact of #MagandangMorenx has been far-reaching, resonating with Filipinos around the world and sparking vital conversations that challenge colorism and redefine Filipino beauty. Since its launch, the movement has trended globally on Twitter four times—an unmistakable sign of its cultural relevance and community power.
Across platforms like Twitter and Instagram, the hashtag has become a space for Filipinos to share personal stories, confront internalized biases, and build collective awareness—it’s become a movement rooted in solidarity, visibility, and self-acceptance.
Asia Jackson’s unwavering advocacy has garnered both national and international recognition. She received the Lakas (Strength) Award at the SIPA 46th Annual Fundraising Gala for her work in empowering marginalized voices. Her contributions were also honored in the bestselling book Fearless Filipinas: 12 Women Who Dared to be Different, cementing her place as a modern Pinay hero.
Asia was acknowledged for her work at the SIPA (Search to Involve Pilipino-Americans) 46th Annual Fundraising Gala and was awarded the Lakas (Strength) Award.
In March 2021, Asia Jackson was celebrated in a new book about modern Pinay heroes, Fearless Filipinas: 12 Women Who Dared to be Different. read more
In 2019, Asia Jackson partnered with Los Angeles–based streetwear brand We Are Uprisers to launch the limited-edition capsule collection MORENX—a fashion extension of her viral movement celebrating brown skin and challenging colorist beauty standards. Each piece from the collection featured bold, empowering statements designed to spark dialogue and affirm identity.
With messages like “You can’t tell me who I am” and “Warning: To be proud in your own skin is extremely powerful—and menacing at the same time,” the collection struck a deep cultural chord. It sold out not once, but four times—underscoring the movement’s impact and the growing demand for fashion that speaks to authenticity and self-empowerment.
By fusing fashion with advocacy, Asia and Uprisers created more than just clothing—they built a wearable declaration of pride, resistance, and cultural reclamation.