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The video lucah melayu officematecolour of your skin does not dictate how beautiful you are.

Filipinos are taking to social media to post photos of themselves, along with the hashtag #MagandangMorenx.

The hashtag, which in Tagalog translates to "beautiful brown skin," was first started by actress Asia Jackson.

Jackson, who is of mixed heritage, was born in California to a Filipino mother and black father.

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Growing up, she would often visit the Philippines, and lived and attended school there for a period of time.

The idea of being "fair-skinned" is prized in the Philippines, as it is in many other Asian cultures.

Pictures of fair-skinned women occupy billboards and magazines, and it's not uncommon to see commercials on television advertising skin-whitening products.

"Tan and brown-skinned Filipinos are made to feel insecure, ashamed and embarrassed of the natural colour of their skin," said Jackson on Twitter.

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"Every moment I spent [in the Philippines], I became increasingly more frustrated...the toxic idea that dark skin was ugly made me ashamed and embarrassed of my skin tone."

So Jackson decided to start the hashtag #MagandangMorenx in an effort to empower Filipinos, no matter their skin tone.

The hashtag was also timed to coincide with Filipino American History Month, which is celebrated each year in October.

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The hashtag resonated with many across the country, and quickly went viral.

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According to a study done by market research company Synovate in 2004, one in two women in the Philippines say they use skin whitening products.

Skin whitening products, from creams to even bleaches are easily available for purchase, both online and offline.

The mentality towards light skin isn't one that's going to change overnight, but hopefully it'll get there -- one hashtag at a time.