They’ve managed to seamlessly marry Eastern wisdom with Western technologies and R&D, giving us the perfect amalgamation when it comes to skincare, haircare and make-up. But it goes beyond efficacious products and pride in one’s roots. It’s also about representation and inclusivity, not to mention the confidence they impart, leaving one feeling great in their own skin.
Interestingly, many of these brands were set up by founders who personally struggled with issues related to skin, hair or finding shades to suit their South Asian skin tones. But now, it’s not just the South Asians that want them. Everyone wants to be invited to the party. Here are the ones making beauty girls across the globe sit up and take notice:
Kulfi Beauty
Category: Make-up
Fun, colourful, joyous – this brand’s products are just as yummy as its name. Kulfi is an NYC-based beauty brand founded by beauty insider Priyanka Ganjoo, who set out to create a brand that is unapologetically South Asian. The goal was to create products that would complement tan and deep skin tones after a lifetime of hunting for formulations to suit her skin tone. Her vision is to present to the world an empowered South Asian who is not only comfortable in their own skin but thriving in it. The brand’s first products were kajal (kohl) eyeliners, an integral part of traditional South Asian culture.
Bestsellers: Underlined Kajal Eyeliners; Mehndi Moment Blush.
Mango People
Category: Make-up
A ‘plant-powered, ayurvedic inspired, eco-conscious makeup’ brand, Mango People was founded by LA-based Sravya Adusumilli, who couldn’t find a single nude pink out of hundreds of brands that actually showed up on her dark lips without making her look ashy. Her goal was then to create a line of products that is inclusive of all skin shades without compromising on ingredients or performance. She revisited her South Asian roots and worked for five years to create multifunctional beauty essentials formulated with botanical oils and adaptogenic herbs from Ayurveda, infused with rich pigments that look and feel incredible on the skin.
Bestseller: The Multistick for cheeks, lips & eyes that comes in eight shades
CTZN
Category: Make-up
Love red lipstick but can’t find the perfect one? What about a great nude for your skin tone? Meet the Khan sisters – Aleena, Aleezeh, and Naseeha – who are of Pakistani origin, born and raised in LA, who faced the same woes. In 2019, they founded CTZN Cosmetics with the aim of creating perfect shades for all complexions. They set up the brand after realising there wasn’t enough representation of South Asians or Middle Easterns in the beauty industry. The inclusive, cruelty-free, vegan makeup brand is committed to redefining inclusivity to empower all citizens of the world to feel truly represented. The product range includes lip duos, lipsticks, lip liners, dual-ended eyeshadow sticks and more.
Bestsellers: Nudiversal Lip Duo; Lipstroke lip liners
Aavrani
Category: Skincare
US-based brand Aavrani is not only a quest for embracing ancient rituals but also founder Rooshy Roy’s journey back to her roots to re-discover and appreciate their intricacies, years after she claims she ‘abandoned her Indian identity altogether’. Her vision is for all women who struggle with their dualities to embrace them instead. The brand stands out with its striking bright blue packaging and clinically proven formulations rooted in tradition. Taking inspiration from her grandmother’s Kolkata flat, where she whipped up hair and skin care concoctions, Aavrani’s science-backed natural ingredient list includes items like coconut oil, turmeric, sweet almond oil, neem and many more.
Bestseller: Moisturizing Hydra-Cream
Wander Beauty
Category: Make-up and Skincare
You can’t help but love this brand’s travel focus with names like Mile High Club Mascara, Baggage Claim Eye Masks, B.O.M. Voyage Cleansing Balm and more. Divya Gugnani, serial entrepreneur and mom of two and Lindsay Ellingson, jet-setting supermodel and mom, wanted products that would fit their busy lifestyles, and the duo set out to create a brand that would do just that in 2014. New York-based Wander Beauty prides itself on its multitasking, high-performance and cruelty-free formulas when it comes to makeup and skincare. Everyone from Heidi Klum to Emma Roberts, and Sarah Jessica Parker to Hailey Bieber have tried and loved their products. Bestsellers: Mile High Club Length and Define Mascara; Sight C-er Vitamin C Concentrate.
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Also read, Beauty Unplugged: Charlotte Tilbury In Conversation With ELLE India
