Miss Universe Pakistan Roma Riaz has pushed back against a wave of colourist and body-shaming remarks, saying she refuses to stay quiet while people question whether she “looks Pakistani enough.”

Riaz, who is set to represent Pakistan at Miss Universe 2025 in Thailand, shared an Instagram reel in response to criticism about her skin tone and body, rejecting the notion that beauty is tied to fair skin.

She said she refuses to apologise for looking like “her people,” adding that colourism encourages Pakistanis to forget their roots.

She said she is Pakistani “in her roots, values and every shade of her skin,” noting that her complexion reflects the women who have shaped families and communities across the country.

Riaz said she represents a generation of South Asian women who do not fit into narrow expectations of appearance, and questioned why some Pakistanis put down their own women.

She said she often praises Pakistan internationally, only to be asked why people from her own country spread negativity about her.

Urging critics to avoid damaging the image she is trying to build, she said that if they have nothing positive to say, they should refrain from commenting for the sake of Pakistan’s reputation.

Addressing young girls, she said anyone labelled “too dark, too different or too bold” is just as representative of Pakistan as anyone else.

Her comments have renewed discussions about colourism in Pakistan, a longstanding issue influenced by class and colonial history, affecting everything from personal relationships to employment and how people speak.

Riaz’s stance, embracing her appearance, culture and language, has resonated with many who rarely see such subjects discussed on an international stage.

She also recently defended wearing a sari at a Miss Universe event, calling it “as Pakistani as the shalwar kameez” and rejecting any attempt to rewrite cultural identity.

As she faces trolling, some social media users have questioned the criteria of beauty pageants, saying that factors such as skin tone, height and accent should not matter.

Others praised her message on representation and its impact on young girls.

This year’s Miss Universe pageant is already under criticism after several contestants, including Miss Universe Mexico Fátima Bosch, walked out following allegations that organiser Nawat Itsaragrisil insulted Bosch for missing promotional events.

Miss Universe Denmark Victoria Kjaer Theilvig also left in protest, calling the behaviour disrespectful. Bosch later said she would not be silenced and came to the competition to speak for women and girls.

Riaz’s experience is not new, but her refusal to conform to traditional beauty standards has struck a chord. Her message emphasises that Pakistan is not defined by a single appearance or idea of beauty, and calls for an end to policing women for their skin tone or tearing down someone representing the country on a global stage.