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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 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 under-eye 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 differences 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.