Unapologetic: How A Sticker Brand Holds Space for Cultural Pride and Vitiligo Representation

“You’re too loud. Your personality is too much. You look too different.”

These are some of the messages Reshma Vincent internalized growing up. As a first-generation daughter of South Asian immigrants who has lived with vitiligo since early childhood, she often felt like she was “balancing cultural expectations with her own identity.”

In South Asian cultures, vitiligo is commonly viewed as something to be fixed. Reshma explains: “I was constantly given cures, unsolicited advice and home remedies. No one really ever asked what I needed or how I was feeling. So, I learned to hide. I made myself fit in to feel safe.” 

All that hiding? It led to shame. When, as an adult, she eventually found the space and safety to embrace herself fully, Reshma knew she also wanted to offer that sense of being seen and celebrated to others living with vitiligo. That’s how her merch brand, Spotted Chai, was born: “With Spotted Chai I wanted to change that narrative. It’s for anyone who felt like they were never seen, who grew up thinking they had to hide parts of themselves to be loved.”

Unapologetic confidence

These days, Reshma, also a member of the Living Dappled Collective, is done apologizing for who she is. That’s why “bold self-love” is one of the taglines for Spotted Chai. With playful graphics and bright colors—think iconic Desi (that’s the shared culture and spirit of the Indian subcontinent and its diaspora) motifs, bold rickshaw icons, chai cups, and positive portrayals of vitiligo, Spotted Chai’s designs reflect empowerment and representation. 

East Bay, California-based Reshma, who’s 34 and stays plenty busy parenting her 18-month-old Rishaan, launched Spotted Chai with a deeply felt mission: “My designs are all about celebrating skin, culture, and owning your space. Like a cozy hug that says you belong here, exactly as you are.” With saffron-bright colors and cheeky self-love slogans, Spotted Chai stickers and tote bags affirm the kind of beauty that refuses to blend in.

Reshma’s own story shines through Spotted Chai’s slogans, too. “A lot of my designs start with something I’ve felt,” she says, “like wishing I had a little reminder that my skin is beautiful, such as the ‘Embrace your spots’ or ‘Look closer I’m art’ stickers.” With products that are portable, boldly visible, and conversation-sparking, Spotted Chai’s messages make no apologies.

A brand on a mission

And those messages are resonating. Even before launching Spotted Chai, Reshma’s social media presence was making waves. Her personal feed is filled with down-to-earth ordinary moments such as snapshots of her son’s first truck show and videos that highlight both the struggle and the beauty of vitiligo. Not only had she collaborated with brands like Dove and WebMD “to share my story and advocate for self love and inclusivity,” she was meeting a need in her social media audience—that universal need to feel seen and affirmed.

Reshma remembers one DM in particular that was pivotal in her move from a merely personal social presence to a brand that could offer something tangible to the vitiligo and Desi communities. “Someone messaged me after seeing my vitiligo post, and said it was the first time they had seen someone who looked like them. They told me through my videos it had given them courage to stop hiding their own spots and start embracing themselves,” she remembers.

That DM showed Reshma that her voice could have a wider impact: “It wasn’t about just sharing my story for me but for a whole community that needed to feel seen and celebrated. Through sharing my vitiligo journey I’ve been able to connect with so many people across the globe.” The seed for Spotted Chai had been planted.

Reshma soon decided design was the “perfect vehicle” for these messages of empowerment and representation. “A sticker or tote bag may be small but they carry a message wherever they go,” she explains. “It’s more than a product for me, it’s a little piece of pride and representation for how far a person has come.” 

The story behind the name

When Reshma launched Spotted Chai in early May 2025, it wasn’t all smooth sailing, she says: “It took a little while to get it going, especially trying to get all the logistics in order.” There are countless details to sort out as an entrepreneur, “from making sure I have all the right licenses to run an online shop to getting the products just right,” Reshma says. Plus, “running a solo online shop means I’m juggling everything myself. From marketing online, inventory, and shipping, all while making sure my message stays true.”

But one thing that wasn’t a hurdle was what to call her business. That came straight from the heart, as Reshma explains: “The name Spotted Chai comes from ‘spotted’ which represents my vitiligo, and ‘chai’ is the nod to my South Asian roots and the comfort a warm cup of chai brings.” With this fusion of two essential aspects of her identity, she says, she found a way to “bring pieces of my journey of learning to love my skin and celebrate what makes us each so special in our own spotted way.” 

What’s next for Spotted Chai

As Reshma has navigated solo entrepreneurship and the e-commerce industry, one thing she’s kept in focus is staying on mission. In just a few months she’s learned that she wants to prioritize “slow, thoughtful growth” and maintain Spotted Chai’s personal touch.

Beyond sales numbers, she says, “My hope for Spotted Chai is that it grows into more than just a brand, it becomes a real community and safe space for people who’ve ever felt unseen or different.” With that goal always in mind, Spotted Chai is poised to spread its infectious messages of self-love and affirmation to anyone who needs to hear them—especially those living with vitiligo or being told they need to hide to fit in.

Ultimately, Reshma says, “my hope for Spotted Chai is to spark conversations and uplift voices from our community.” She’s staying open to the possibilities, like expanding her product offerings or collaborating with other creators who share her vision—a vision that aims to “celebrate self love and cultural pride.” 

Remembering the little girl who felt like she had to hide who she was fuels Reshma to stay true to her mission, and to share the boldness and empowerment she’s now found with those who are still trapped in shame. “I want Spotted Chai to be a reminder that everyone deserves to feel seen, celebrated and home in their own skin,” Reshma says, and that’s definitely worth putting on a sticker.

Summary

From feeling like she had to hide to fit in, Reshma’s confidence and self-love blossomed as she learned to see the beauty in her vitiligo and to boldly take up space in the world. Her designs for Spotted Chai grew out of a desire to spread that message to others struggling to see their own uniqueness and value. It’s a message we all need to hear from time to time: You deserve to be unapologetically yourself. 

Learn more about Spotted Chai’s mission and shop stickers and totes: https://spottedchai.com/