In a conversation, Samira Rokaiya Quasem, CEO of Truce Beauty explicates the complex dynamics of colourism in our society and how she intends to address it through her Korean skincare brand
PLEASE TELL US WHAT INSPIRED YOU TO START YOUR BRAND, TRUCE, AND WHAT IT STANDS FOR.
The decision to start a brand typically depends on numerous elements coming together. For me, I was first and foremost inspired by the local anti-fairness/anti-colourism activism that was taking place in Bangladesh during the peak of the global BLM (Black Lives Matter) movement. People, especially young women, were starting to speak out against the colourism that exists in our society on platforms that were accessible to them, particularly social media. Our society, in aggregate, considers fair skin as a desirable attribute and routinely pressures women to lighten their skin by any means possible. This, in turn, has severe consequences on their mental and physical health. They were speaking important truths. Thousands of girls standing up to this bullying was refreshing.
I LIKE THE IDEA OF BEING AT PEACE WITH YOUR SKIN. IT’S EXHAUSTING TRYING TO BE SOMETHING YOU’RE NOT, SO WHY NOT CELEBRATE YOUR BEST SKIN?
At the time, it also encouraged me to take care of my own skin. However, I was shocked to realise that our market is filled with sub-standard products, often harmful to our skin. As I was being pushed to purchase either cheap lightening products or western skincare products for 3-5 times their original price, I decided to do something about it. That’s how it began; Truce was born out of the desire to address the complexities of melanin-rich South Asian skin from a market stand point. It focuses on the core issues our sub-continental skin faces, including sunspots, acne, pigmentation, and scarring, instead of trying to make skin fair.
TELL US ABOUT YOUR EXPERIENCE WITH COLOURISM.
Growing up as a dark-skinned tomboy to a light-skinned, objectively stunning mother, I endured colourism very early in life. I was exposed to dispiriting comments from different types of people ranging from my family to strangers. My experiences in early life taught me to have confidence in my beauty and not allow anyone else to tell me otherwise. However, the quest of finding self-love was not easy; I had to overcome my own affinity towards lighter skin tone embedded at a young age by society.
WHY THE NAME TRUCE?
A truce means an agreement between opposing forces. I like the idea of being at peace with your skin. It’s exhausting trying to be something you’re not, so why not celebrate your best skin? The sooner we stop going to war with our skin, the sooner society will see that the natural beauty and confidence it exudes are all that we need.
YOU LABEL YOURSELF AS A SOUTH ASIAN FOCUSED FUNCTIONAL SKINCARE BRAND. COULD YOU ELABORATE ON WHAT THE TERM ‘FUNCTIONAL SKINCARE’ IMPLIES?
A functional skincare product focuses on the active ingredients that help to resolve existing skin issues. Functional ingredients often include vitamin C, hyaluronic acid, vitamin E, niacinamide and many more. Whatever your goal is, you are using active ingredients that will facilitate a change. Conversely, most ingredients can also potentially be functionally active, but only at adequate doses. Truce wants to enable Bangladeshi women to undertake a functional approach to skincare through Korean skincare research and innovation.
WHAT IS THE CURRENT LINE OF SKINCARE PRODUCTS BEING OFFERED BY TRUCE? COULD YOU PLEASE HIGHLIGHT THE INGREDIENTS THAT MAKE THEM SUITABLE FOR SOUTH ASIAN SKIN?
First of all, all the products are manufactured in Korea using safe and clean ingredients. They are one of the most advanced skincare industries in the world and their quality doesn’t disappoint.
The current line-up includes:
Truce Anti-pollution Face Wash
It contains Beta Hydroxy Acid (BHA), which removes dead skin cells, clogged pores and blackheads, revealing a fresh, clearer complexion.
Truce Hydra Peel Anti-Sebum Toner
The Anti-Sebum toner is arguably the most indulgent of the products, with its primary ingredient being the luxurious Korean pearl extract. The micro pearl particles in the Truce Hydra Peel Anti-Sebum Toner gives an instant, youthful glow.
Truce Brightening TLC cream
A healthy dose of niacinamide, lemon peel oil and citrus fruit extract combine for a powerful yet natural brightening effect.
TRUCE’S PRODUCTS ARE PARTICULARLY CURATED CONSIDERING THE GENETIC, ENVIRONMENTAL, AND CULTURAL FACTORS AFFECTING SUB-CONTINENTAL SKIN.
Truce’s products are particularly curated considering the genetic, environmental, and cultural factors affecting sub-continental skin. We naturally have thicker skin barriers and are more prone to acne and scarring. On top of that, women in our society generally wear a lot of makeup in a highly polluted environment. Therefore, I wanted to ensure that my products facilitate the most effective cleaning. Subsequently, our skin is sometimes pigmented and uneven and needs products that help to even out by brightening it (without making it lighter). Most importantly, I have introduced a toner, cleanser and cream instead of cleanser, serum and cream because toners are better for cleaning, and I wanted to focus on that.
TRUCE BEAUTY HOPES TO DISMANTLE ARCHAIC SOUTH ASIAN CULTURAL BEAUTY
STANDARDS BY ADDRESSING ITS DEEP-ROOTED INSECURITIES OF NOT HAVING FAIR SKIN BY NATURE. WHAT ARE SOME OF THE MILESTONES YOU HAVE SET TO MEASURE THE SUCCESS OF ADDRESSING SUCH A COMPLEX SOCIAL ISSUE?
The conversation around colourism encompasses numerous aspects of our anthro-social evolution as a society. As an individual, my intention has always been about making a meaningful impact. I do not believe that my products are going to effectively dismantle colourism, but it’s merely one of the ways to address a complex issue. I wanted to be the industry response that was missing from the scene when I was a kid. I want Truce to be the brand that says to girls and women that there are entities that care about this issue. Truce will provide support for a cause that is much needed in our country. Consequently, I am sending an important message to the rest of the local industry to contemplate and take steps in the right direction.
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