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Beauty Retail, Redefined

May/03/2024 / by Team Seema

A new e-commerce shop aims to skip Sephora in favor of South Asian-owned brands

While major beauty retailers like Sephora have finally started stocking South-Asian owned brands, one new online retailer aims to put those brands front-and-center. Joly Beauty, an online retailer founded in 2023, features only South Asian-owned brands like Sundari, Koa, and Boony Doon. 

Growing up in India, founder Garima Ahluwalia experienced firsthand the struggles that women of color face when it comes to finding the right beauty products. From hyperpigmentation and dryness to dullness and uneven skin tone, the concerns of melanin-rich skin have long been overlooked by the mainstream beauty industry. But Ahluwalia is on a mission to change that.

By exclusively featuring South Asian-owned brands that harness the power of traditional Ayurvedic ingredients and rituals, Joly Beauty is not only celebrating the inclusive beauty movement but also addressing the specific needs of women of color. Think nourishing oils, brightening turmeric masks, and soothing herbal remedies – all curated with South Asian skin in mind. 

But Ahluwalia also wants to ensure Joly Beauty isn’t just about the products, but about an empowering space where women feel included, represented, and where they can celebrate their culture. To that end, every product featured is tested by an expert beauty panel including women of color, where they can share first-hand experiences of favorite product picks. Visit to find out more. 


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