Through the seasonal transition, there’s nothing that takes a beating quite like one’s own face. Whether you’re fighting summer-to-fall moisturizer routines or figuring out what tint of foundation goes best in the quicker light-to-night schedule, you’re often trying to find that *one* brand that’ll take you through it all.
Luckily, several pioneering South Asians have taken it upon themselves to launch beauty brands that cater completely to our signature skin, through all its shades with its miniscule variations and wildly differing oiliness. Here are five of our top picks…
Live Tinted
Founded in 2018 by Deepica Mutyala, Live Tinted was born out of the “medium” make-up movement, after the death of over the top glam and the emergence of clean, fresh looks that fit all skin colors and types. Originating from Mutyala’s viral video in which she covers her dark circles with red lipstick, the brand is now one of the most diverse in the game.
Kulfi Beauty
Founded by Priyanka Ganjoo in 2020, Kulfi Beauty was the product of a lack of major players in the South Asian beauty market, an effort to broaden the space. Since then, the brand has become a phenomenon, officially becoming the first South Asian-owned beauty brand to be stocked at Sephora.
Inde Wild
Founded in 2021 by influencer and activist Diipa Büller-Khosla, Inde Wild champions itself on platforming “accessible beauty.” The brand’s purpose has been providing products born out of Ayurveda and luxurious skincare within accessible means so as to create a “conscious beauty ecosystem.”
Ranavat
Founded in 2017 by Michelle Ranavat, the brand made history as the first Ayurvedic skincare brand to launch at Sephora. Its line of beauty, skincare and haircare products honor Ranavat’s South Asian heritage, with 1% of its proceeds donated to the Desai Foundation.
CTZN Cosmetics
Founded in 2019 by the Khan sisters, Aleena, Aleezeh and Naseeha, CTZN was born from their frustrations shopping at make-up retail stores and not seeing a single model bearing their South Asian and Middle Eastern features. The brand is all about inclusivity, whether it’s ethnicity, sexuality or gender, and you might just find your perfect nude with them, too!
