The Miss Universe Pakistan 2025 Backlash and Colourism in South Asian Communities
When Roma Riaz was crowned Miss Universe Pakistan 2025, the expectation was celebration. But instead, her victory ignited a fierce online debate — revealing just how deeply entrenched colour bias still is across Pakistani society and the broader South Asian beauty industry.
What’s Happening
- Roma, a 27‑year‑old British‑Pakistani model from a Punjabi Christian background, has faced a wave of criticism online for being “too dark,” “not Pakistani enough,” or “does not represent Pakistani beauty ideals.” Khaleej Times+1
- In one particularly strong statement, she said: “Colourism has taught us to celebrate fairness and to forget where we come from.” Images+1
- Supporters have rallied behind her, pointing out that the backlash is essentially rooted in prejudice — not performance or representation. One X user wrote:
“Why do people find it hard to believe pale people exist in … Pakistan? They’re both beautiful in their own ways.” DESIblitz+1
The Bigger Issue: Colourism
What this controversy does is shine a light on a long‑standing issue in South Asia: the preference for lighter skin tone as an ideal of beauty. Some key points:
Studies in Pakistan highlight how media, dramas and advertisements often reinforce the idea that lighter skin equals beauty, success or desirability. wahacademia.com+1
The discourse around Roma is revealing: the criticism isn’t purely about her performance in the pageant but about her skin tone and background — signalling that what’s at stake is identity and representation more than merit.
- Her response is striking: she said her skin is “the same colour as the soil of Pakistan, the same colour as the women who built our families, our homes…” Daily Times
Colourism: More Than Skin Deep
Colourism is the preference for lighter skin over darker skin — a bias that shapes perceptions of beauty, social status, and even competence. Unlike racism, which targets ethnicity, colourism operates within a racial or ethnic group, privileging lighter tones while marginalizing darker ones.
In South Asia, colourism manifests across multiple domains:
Media and entertainment: Films, television, and advertisements frequently showcase fair-skinned actors and models as ideals of beauty.
Social and cultural norms: Light skin is often associated with success, desirability, and social mobility, creating implicit hierarchies within communities.
Beauty industries: Cosmetic products historically prioritized “fair” outcomes, reinforcing the idea that lighter skin is more valuable.
Roma Riaz’s experience underscores how these societal biases continue to shape public perception — even when the individual’s talent, achievement, or cultural authenticity is unquestionable.
Why the Backlash Matters
The criticism of Riaz is not merely personal; it is symptomatic of a collective mindset where appearance is tied to identity and legitimacy. Commenters questioning whether she “represents Pakistan” reveal that colourism still governs ideas of national and cultural aesthetics.
Yet her response is instructive. Riaz embraced her complexion as part of her heritage, reminding audiences that beauty is not monolithic. In doing so, she challenged the implicit standard that lighter skin equates to more authenticity, desirability, or representation.
Navigating Colourism in Everyday Beauty
For consumers, the persistence of colourism can influence how we choose makeup, skincare, and even how we perceive our own features. Here are some ways to navigate it thoughtfully:
Focus on what complements your natural tone: Rather than chasing shades promoted as “universal” or “ideal,” select colours that enhance your skin’s undertones and make you feel confident.
Challenge media norms: Actively seek out content, influencers, and campaigns that celebrate a spectrum of skin tones. Representation matters — it shapes expectations and self-perception.
Reframe beauty standards personally: Recognize that societal ideals are constructed and historically contingent. Your worth and beauty are not determined by the biases embedded in them.
Support inclusive brands: Patronizing businesses that create products for diverse tones reinforces demand for representation and challenges colourist norms.
The Broader Implications
Representation shapes self-perception: Persistent colour biases in media and social discourse influence how young South Asians view themselves and their worth.
Beauty standards evolve slowly: While global and local campaigns are increasingly inclusive, entrenched ideas of fairness as beauty persist.
Conversation creates change: Public debates, even when uncomfortable, can spark reflection, push brands and media to diversify representation, and empower individuals to question inherited biases.
Colourism is not a relic of the past; it actively informs social interactions, media narratives, and even the way beauty is consumed today. Recognizing its persistence is the first step toward a more inclusive understanding of beauty — one that celebrates the full spectrum of South Asian skin tones.
Final Thought
The controversy surrounding Miss Universe Pakistan 2025 is not simply a story about a pageant winner; it is a mirror reflecting society’s unresolved biases around colour. By critically engaging with these biases in everyday life — from media consumption to makeup choices — individuals can reclaim agency over their beauty standards, creating a culture where all skin tones are celebrated and valued equally.