Yellow has long been used negatively toward Asians - as a slur, as a stereotype, as a label. The terms used were offensive and rooted in ignorance, often reducing people to skin color or perceived foreignness. Examples:
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"Yellow" itself: used to generalize East Asians based on skin tone, often in a dehumanizing or exoticizing way
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"Yellow peril": a racist ideological concept from the 19th and 20th centuries portraying East Asians as a threat to Western civilization
- "Yellow monkey": an extremely dehumanizing slur historically used in wartime propaganda and racist depictions
- “Yellow Fever”: a term used to describe the racial fetishization of Asian people, especially women, by non-Asians
At Hannah Cho Beauty, we’re taking it back. Yellow, to us, is hope, joy, brightness, and pride. It’s the color of sunshine, of possibility, of standing unapologetically in who we are. It’s why yellow is our brand color. It’s not just a choice, it’s a celebration of our identity.
Every order we ship, every post we make, every lash we create is infused with that pride.
When you wear our lashes, you’re not just putting on a beauty product. You're embracing a community that sees you, honors you, and celebrates you.