26 South Asian-Owned Brands Taking the Beauty World by Storm

Popsugar posted "26 South Asian-Owned Brands Taking the Beauty World by Storm" featuring Dr. Purvisha Patel and Visha Skincare.

Standing out amid the crowd, many of Dr. Patel's Visha Skincare,  products are uniquely formulated for athletes and expectant mothers.
Growing up South Asian American, I barely saw myself in the beauty world. One or two brands may have carried my foundation shade; most made me look orange or didn't have my shade at all. Brands barely prioritized issues people of color frequently deal with, like hyperpigmentation and dark spots. As a result, members of the South Asian diaspora created their own content and brands representing their unique identities and upbringings.

Deepica Mutyala changed the game with Live Tinted, which was inspired by her red-lipstick color-correcting hack. Sibling duo Akash and Nikita Mehta brought Ayurvedic hair care to the forefront with Fable and Mane; I even reviewed the brand's core line. Blume founders Taran and Bunny Ghatrora made it their mission to normalize acne and all things puberty, hormonal changes, and self care. Those stunning gold undereye patches all over Instagram and TikTok are created by Divya Gugnani's brand Wander Beauty, which makes multitasking beauty products that are high quality and convenient.

Taking inspiration from their heritage, background, and issues, these South Asian brand owners are breaking glass ceilings and making an impactful difference in the beauty industry. Ahead, get to know these brands, their founders, and the best products to try — from skin care to makeup to hair care.

Plantkos Skincare

The Brand: Plantkos Skincare was founded by Dr. Sejal Patel to help her daughter handle pigmentary mosaicism. The line takes a sensitive and gentle approach to helping those dealing with inflammation, dehydration, and hyperpigmentation issues. Dr. Patel used her background in pharmacy to create a line powered by Ayurvedic botanicals and western skin-care practices.
What to Buy: The Phyto Replenishing Facial Essence ($47) is a deeply hydrating toner you'll love using in your routine. It contains rose water, chamomile, licorice root, and probiotic ferment that replenishes and soothes the skin while prepping it for the rest of your skin-care routine. It's great for strengthening your skin's moisture barrier.

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