Another day, another fucked up TikTok trend to send me into an overthinking spiral. This time it is ‘The Great Indian Shift’. Supposedly, we have finally come to a time where Indians and other people of colour are being recognised for their beauty. As an Indian woman, I call bullshit.
What is The Great Shift trend on TikTok?
Hundreds of videos under the hashtag “The Great Shift” or “The Great Indian Shift” are popping up on TikTok professing their newfound appreciation for Indian women, often emphasising their physical attractiveness. Interestingly, this trend didn’t start with us. “The Great Shift” first emerged within the Black community, where Black women were being celebrated for their beauty and desirability.
Now, it seems that Indian women are the second group to be swept into this wave of newfound admiration. While it might seem like a positive shift, it raises some serious questions about why this recognition is happening now and what it signifies.
Isn’t being perceived as hot a good thing?
I mean yes, it is great to be recognised as the hotties that we are. I remember the sense of relief I felt when Bridgerton introduced the character Kate Sharma, played by Simone Ashley. Seeing her celebrated in fan edits as gorgeous was a moment of joy for many of us. It was proof that we could be seen as beautiful in mainstream narratives. But why do we need proof to believe in our own beauty?
This constant worry about how we are perceived by the white gaze is draining. I don’t think I know a single Indian woman in their 20s that hasn’t had a blonde moment, highlights or tried on coloured contacts to try and fit in. To try to become attractive to a group of people that have consistently reminded us that we are not beautiful, that we are not enough.
This trend comes at an interesting time in the world — especially as we step back into Trump’s America. The political climate has shifted dramatically, with rising anti-immigrant sentiments and renewed discussions around race and identity.
Just this year a trend was going around deeming Indians the “least dateable” race. So sure this trend feels nice now, but we can’t afford to be swept away by it.
We must guard ourselves because unfortunately, the white man can clearly rip away our flowers as quickly as they gave them to us. The echoes of past political movements remind us that recognition can be fleeting and conditional. Not to mention the fetishisation of it all.
This trend follows a troubling pattern where different racial groups become fleeting fads in beauty standards. Previously, Black women were at the centre of such trends; now it’s our turn… who’s next?
As TikToker Kriti Gupta pointed out regarding current attitudes toward race: “Racism runs deep… but to then be fetishised and also treated like a commodity” speaks volumes about how quickly admiration can turn into objectification. If an entire race can be turned into a trend, they do not see us as humans, they see us as something to play with — a shiny new toy they can easily toss aside when they’re moving onto the next race.
As TikToker Muskan Sharma put it, “I reject this form of validation. We simply cannot be made into a trend one more time. I saw a non-Indian guy on here say, ‘boys, we need to invest now.’ Getting treated like an object is one thing. Getting treated like cryptocurrency… the fetishising epidemic has hit the Indian community.” Personally, the concept of having someone buy a brown woman does not sit well with me at all.
We are the fastest-growing ethnic group in the world, rich with culture and history. Yet here we are, still seeking approval from those who have historically marginalised us.
A tainted shift
Ultimately, this recognition feels tainted because it underscores our ongoing struggle for validation from those who have historically overlooked us. We shouldn’t have to rely on Western accolades or social media trends to validate our worth or beauty. I want to celebrate our wins without feeling like they’re only wins because someone else deems them worthy. It’s exhausting to navigate this constant pressure to conform to Western beauty standards while simultaneously trying to embrace our own identities.
So here’s my plea: let’s reject this form of validation together. Beauty is not a trend; it doesn’t require external approval or validation from anyone — especially not from those who have historically marginalised us. We need to recognize that we are beautiful in our own right without needing someone else to tell us so. As Muskan said, “If you missed out on appreciating beautiful brown women, that’s on you.”
If you’re still not with me, fine. But when this trend ends, which it will seeing that trends are quite literally something of the time, use this moment as a jumping off point to acknowledge your beauty.
We deserve more than being part of someone else’s fleeting fascination; we deserve to be seen and appreciated for who we truly are — beautiful, complex individuals with stories that go far beyond any trend.
In these times where appreciation can quickly turn into objectification or erasure, if you still think it’s a compliment to comment “the great shift” on a video of an Indian baddie, kindly fuck right off, please and thank you.
Lead image: tweetiestiktok/ Kriti Gupta/ Muskan Sharma
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