Sparked by the track Brown Skin Girl, taken from the compilation album The Lion King: The Gift, the hashtag challenges women of color to embrace their dark skin by sharing pictures of themselves online.
The track, which is a collaboration between the Formation hitmaker, 37, and seven-year-old Blue, also features SAINt JHN and Wizkid, and begins with the chorus: “Brown skin girl/ Your skin just like pearls/ The best thing in the world/ Never trade you for anybody else.”
At one point, Beyoncé also sings, “If ever you are in doubt, remember what mama told you,” as her daughter’s voice can be heard throughout.
And over the weekend (July 20-21, 2019), the hashtag took over social media, with thousands of users sharing images of themselves, celebrating their skin and heritage.
“It’s always an honor to capture the beauty of brown skinned girls,” posted When They See Us director Ava DuVernay alongside a selection of stills from her films, while actress Lupita Nyong’o shared a video of herself dancing to the track with the caption, “Brown Skin Girl. Thank you @Beyonce for this Gift!”
California congresswoman Barbara Lee also shared a sweet snap of herself and her grandchildren, writing, “One of the greatest joys of my life is being a grandma to these two brown-skinned girls. Thank you @Beyonce for celebrating us and for the reminder of just how beautiful we are.”
The Lion King, Disney’s remake of the 1994 animated classic, is currently showing in theatres, and Beyoncé’s compilation album The Lion King: The Gift is available now.