The history of beauty is one of monopoly

Exclusive to those who could follow the beauty standard. Shame spread to any who didn't look like the models on the billboards. The fear of being judged generated a collective anxiety. Hips, legs, bum, hair, cheeks, lips or scars. Every physical feature was under examination with a potential rejection from society. An irony based on aiming to stand-out as a close resemblance to a standard. An absurd system of social and self-condemnation in which the majority get hurt.

Diverse people wishing to turn into someone they are not and can never be. Not so long ago every make-up foundation was light colored. Brands would use mercury for skin bleaching without sharing the knowledge of that not so magic ingredient.

Whilst mainstream companies attempted to expand their foundation range, the majority of their offerings were meant for lighter skin tones. But some creators in the cosmetic industry saw a gap.

Brands like Fashion Fair, Iman, or Black Opal emerged, and visionary make-up artists like Nzingha influenced the aesthetic of Hip-Hop. Maybe the problem is that there are beauty standards in the first place. Redefining and expanding them is not enough.

Because any standard perpetuates a system of shame.

A sickening reminder of never being good enough. Why not aim to create a world in which our children do not inflict self-hate. With teenagers that love their color, shapes, features and skin. People that accept and embrace their wrinkles as they age.

People that help other people feel good about themselves. People that reject the idea of competing to be the prettiest in the room. This paradigm shift requires courage. It needs inspiring people showing that they are beyond beauty standards. People that overcame that guilt, anxiety and shame.

People that refused to keep playing that toxic game. People that would step forward to makes others feel safe.

People that believe love will always beat hate. People like Cori. CHOC, is Cori's self-care brand - and self-care starts with self-love. It's a brand that connects your authentic self with others. A brand for those tired of putting beauty standards above happiness. A brand for those who see others as just human. A brand that enables collective support to refuse a fear that was never deserved, so we can just embrace ourselves. CHOC is... Caring thoughts, products and support. CHOC is... Empowering self-love.

Highlight your natural beauty.