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

Popsugar posted "26 South Asian-Owned Brands Taking the Beauty World by Storm.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. I might have had one or two brands that carried my foundation shade, while most made me look orange or not even have my shade at all. A good amount of brands barely prioritised the issues people of colour frequently deal with, like hyperpigmentation. South Asians were pushed to create their own brands that represented their unique identities and upbringings. Deepica Mutyala changed the game with Live Tinted, inspired by her red lipstick colour-correcting hack. Sibling duo Akash and Nikita brought Ayurvedic hair care to the forefront with Fable and Mane. Taking inspiration from their heritage, background, and issues they have dealt with, these South Asian-owned brands are breaking glass ceilings in the beauty industry.

Skin care, makeup, hair care galore — these South Asian-owned brands have got your beauty needs covered from head to toe.

Dr. Lara Devgan Scientific Beauty

The Shop: Renowned plastic surgeon, Dr. Lara Devgan, created the medical-grade Dr. Lara Devgan Scientific Beauty to give the best-of-the best to your skin at home. Her line is preventive and takes a more less is more approach.

What to Buy: If you want lip fillers but don't want to commit to them, the Dr. Lara Devgan Scientific Beauty Platinum Lip Plump SPF 30 (£36) is a must-have. It's a clear gloss that hydrates your lips while giving them a smoother more plumped look. It contains multiple weights of hyaluronic acid, ceramides, and niacin (not to be confused with niacinamide.)


The Shop: Created by Michelle Ranavat, Ranavat aims to make everyone feel like royalty by encouraging self-care. The products exude luxury and contain powerful botanicals.

What to Buy: With turmeric for inflammation and manjistha to help with circulation, the Brightening Saffron Serum — Radiant Rani (£97) will make your skin glow all year long! 

Fable & Mane

The Shop: Created by siblings Akash and Nikita Mehta, Fable and Mane takes the tradition of Indian hair oiling to a new level. Fable and Mane is loaded with incredible ingredients that will nourish your scalp and hair.

What to Buy: The HoliRoots Pre-Wash Hair Treatment Oil (£29) is centuries of South Asian hair treatments and remedies in a bottle.

Mishti Makeup

The Shop: Created by Bengali-American influencer Mishti Rahman, Mishti Makeup is a playful makeup brand that aims to make you feel good in your own skin.

What to Buy: The First Date Lip Crayon (£16) is the perfect nude lip for brown skinned girls! It's a flattering shade that has a soft, matte velvety finish.

Live Tinted

The Shop: Founded by influencer Deepica Mutyala, Live Tinted was born to make sure every skin tone felt seen and represented. Deepica Mutyala's career started with a colour correcting hack and lead to the creation of her own brand. Live Tinted has products that are not only universally flattering but also multitaskers — that makes our lives a lot easier.

What to Buy: The Hueglow in Dawn (£24) is a serum-meets-moisturiser highlight that will give your skin the perfect glow with a micro-shimmer finish. This multitasker can be used wherever you want to illuminate.

Journ Beauty

The Shop: Journ Beauty was founded to create a streamlined routine. The founder, Sara Shah, dealt with acne and wanted to create skin-care-focussed cosmetics that correct current problems immediately and over time with skin-nourishing ingredients.

What to Buy: The Alpenglow Colour Corrector (£28) is great for colour correcting dull skin.

Wander Beauty

The Shop: Created by Divya Gugnani, Wander Beauty is for the girl-on-the-go. Their products are made for those who need a streamlined routine and have no time for 10+ steps. Most of their products are multitaskers that will make getting ready one less thing you have to worry about.

What to Buy: The Double Date Lip and Cheek Tint (£19) will give your cheeks and lips the perfect flush of colour. You'll look glowy and fresh in a jiffy!

Soma Ayurvedic

The Shop: Created by Arjun Sampath, Soma Ayurvedic is a skin-care brand inspired by Ayurvedic practices spanning centuries. With ingredients that are sourced from adaptogenic herbs from all over India, this skin-care line is suitable for all skin types.

What to Buy: The Anti Ageing Cream With Aloe Vera and Saffron (£49) is perfect for preventing winter dryness.

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