Nigerian-based Media and arts production company Zikora has launched a campaign tagged ‘Decolonising Beauty Campaign’ to celebrate and educate people across the continent about traditional African beauty amidst the dominance of Western beauty standards.

“Zikora Medi and Arts is proud to announce the official launch of Decolonising Beauty, a unique campaign designed to educate the public and celebrate the rich tapestry of Indigenous and local beauty customs across Africa,” the company launched in Abuja in 2023, said in a statement on Monday.

The initiatives include a social media challenge for content creators to appreciate African hairstyles to inspire their audiences, starting in July and a smartphone short film contest for African filmmakers to showcase and appreciate African beauty slated for August.

A poetry contest for African poets to showcase African beauty through words is scheduled for September. An invitation for African photojournalists to capture various indigenous beauty through the lenses in October is also part of the initiatives.

December will witness a live hair show and performance art presentation showcasing the artistry and diversity of African hairstyles.

Reiterating the importance of the campaign, Zikora said there is a need to celebrate Indigenous and local beauty across the continent in a period when beauty is being measured by Western beauty standards promoted through pop culture and the global beauty industry.

“In a world increasingly dominated by Western beauty standards promoted through pop culture and the global beauty industry, Decolonising Beauty seeks to challenge narrow perceptions and showcase the multifaceted historic beauty traditions in Africa’s diverse cultures,” the company noted.

Zikora added that “the campaign will utilise a multi-platform approach to reach a broad audience of English and French speakers around the world throughout the remainder of the year 2024.”