“My goal isn’t fame or recognition—it’s about making a difference”

My name is Reuben Sam, and this is the story of how I’ve navigated life with vitiligo and how it has shaped me into the person I am today.

I was born and raised in Sicily, Italy in the 1990s to Ghanaian immigrant parents. My parents had made the brave decision to leave Ghana in the 90s, a time of great hardship, and move to Italy in search of a better life. They were hoping to provide their children, including myself, with more opportunities and a brighter future. For the first three years of my life, I was a normal, healthy child. But then, seemingly out of nowhere, I developed this strange skin condition called vitiligo. 

My parents were shocked and confused when they first noticed the white patches appearing on my skin. As they had never encountered vitiligo before, they were unsure of what could have triggered it. Was it stress? Anxiety? Some kind of environmental exposure? To this day, the uncertainty around the cause of my vitiligo has been one of the hardest parts for me to grapple with. Growing up with vitiligo in Sicily was not easy. As a young child, I was bullied and teased relentlessly for my appearance. The white patches on my skin made me stand out, and the other kids just couldn’t understand it. I would often react negatively, lashing out at my tormentors, which only made the situation worse. I felt so alone like I didn’t belong in either the Italian or Ghanaian communities. 

My parents tried their best to support me, taking me to dermatologists and doing everything they could to find a “cure.” But of course, there was no easy solution. Vitiligo is an autoimmune condition where the body’s immune system attacks the melanin-producing cells, leading to the loss of pigmentation. It’s a chronic condition without a definitive treatment. When I was 14 years old, my family decided to move up north to a small town called Pordenone – Italy. This was an incredibly difficult transition for me. I had to leave behind the safety and comfort of my friends and familiar surroundings in Sicily. In the north, I struggled to adapt to the new culture and environment. The vitiligo became even more pronounced, and people were even less understanding of my condition. I felt like I was starting from scratch, having to build a new social circle and find my place in this unfamiliar world. Despite the challenges, I tried to make the best of the situation. I worked various jobs, from a meat factory to distributing flyers for Deliveroo (2017). 

I started to educate myself around the end of 2018, however I did not fully embrace the condition until 2020, the period when I dug deeper into educating myself about the condition.

It was during this time that I started to learn about my condition and come to terms with it. I read everything I could get my hands on, trying to understand the science behind vitiligo and how it affected my body. I also started to see that my unique appearance could be an asset, not a liability.

Then, in 2020, during the height of the pandemic, my life took an unexpected turn. An agent from Manchester reached out to me on Instagram, asking if I was interested in modelling. At first, I was sceptical – me, a model? But I decided to give it a shot, and this decision ended up being a pivotal moment in my life. Through modelling, I found a platform to not only showcase my unique appearance but also raise awareness about vitiligo. I realised that my story could inspire and empower others who were struggling with the same condition. I began to fully embrace my vitiligo, seeing it as a strength rather than a weakness. This newfound confidence and sense of purpose led me to take my advocacy work to the next level. In 2024 I co-founded Vitiligo Allies, based in Manchester. The goal of Vitiligo Allies is to create a supportive community for people with vitiligo, where they can come together, share their stories, and find strength in their shared experiences.

Through Vitiligo Allies, we organise regular meetups and social events. We’ve partnered with the Vitiligo Society UK to amplify our message and reach even more people. One of our key initiatives is to provide mentorship and guidance to young people with vitiligo, helping them navigate the challenges of growing up with a visible difference. Beyond my work with Vitiligo Allies, I’m using my modelling career to help reshape beauty standards. Every campaign I’m featured in is a chance to redefine what beauty looks like—to show that it’s not about fitting a mould but about celebrating individuality. I’m proud of the work I’ve done with major fashion brands, and I hope that by seeing someone with vitiligo confidently owning their look, others might be inspired to embrace their distinctive features, whatever they may be.

Looking back, I can honestly say that living with vitiligo has shaped me in ways I never expected. There was a time when I saw it only as a burden—something that set me apart in a way I didn’t ask for. But now, I see it as one of my greatest strengths. This journey has taught me to love myself completely, even with the parts I once considered “flaws.” I’m no longer defined by my condition. Instead, I’m defined by my resilience, by the compassion I’ve learned, and by the drive I feel to make a positive impact in the world.

My journey has inspired me to focus on being a force for good, especially for others who feel the weight of being different. It’s taken years to get here, but I’m proud to say I can now see vitiligo as an asset—a part of me that allows me to connect with others, to be real, and to show others that they’re not alone. This shift in perspective has opened doors I never expected, and I’m grateful every day for where it’s led me.

My primary focus is to continue growing Vitiligo Allies. When I think about what we’ve accomplished so far, I feel an overwhelming sense of pride—but also a deep responsibility. I want to create a worldwide network of support and advocacy for people with vitiligo, a place where anyone with this condition can feel seen, heard, and valued.

My vision for Vitiligo Allies involves collaborating with more organisations, both in the UK and internationally, to spread awareness about Vitiligo and to build a stronger, more connected community. If we can offer support to even one person who feels isolated, then every bit of effort is worth it. The goal is to help people see their unique qualities as something to embrace, not hide.

One of the most important aspects of Vitiligo Allies for me is creating mentorship opportunities, especially for young people. Growing up with vitiligo has given me insights I wish I’d had access to when I was younger. I know what it’s like to feel like an outsider, and I want to offer young people guidance and encouragement so they don’t have to feel that same isolation. I want them to see their uniqueness as a strength from day one, and if sharing my journey can help even one young person feel more confident, then it’s worth it.

At the end of the day, my journey isn’t about fame or fortune. It’s about making a meaningful difference in people’s lives, no matter how small. The most rewarding part of all of this has been hearing from others who say that my story has helped them in some way. Knowing that my experiences can inspire and support others, even through simple acts of kindness or shared understanding—that’s what fulfils me.

As long as I can continue to uplift and empower those around me, I’ll consider my journey a success. Vitiligo may be part of my story, but it’s just one chapter in a much larger mission to make the world a little kinder, more inclusive, and more accepting for all of us.

This blogpost was written by John Matthews on behalf of Tales to Inspire.