A new wave of South Asian beauty brands led by visionary women are paving the way to create representation in an industry that is often criticized for its lack of diversity. This International Women’s Day on March 8th, let’s celebrate trailblazers that are not only challenging beauty norms but celebrating rich South Asian heritage. Here are six women-founded South Asian beauty brands to support. —Farah Khan
Ghlee
Ghlee is the first brand to bring ghee, a clarified butter with South Asian roots, to the beauty industry. It is a Canadian brand founded by Siblings Aarti Sharma and Varun Sharma that focuses on lip care, from lip balms, masks, and scrubs, you can expect to find effective lip products with simple ingredients.
Shop their Lip Scrub ($20) that cleanses, exfoliates, and conditions lips with ghee, brown cane sugar, and vitamin E.
Inde Wild
Founded by influencer Diipa Buller-Khosla, Inde Wild pays homage to Ayurvedic remedies in skin care and hair care. The brand is dedicated to creating science-backed natural formulations and bringing real skin to the forefront. They have a 0% Photoshop promise.
Shop their Dewy Lip Treatment ($25) that plumps and repairs lip with pomegranate and Phytoplump.
Sahajan
Sahajan, derived from the Hindi word “intuitive”, is a natural skin care line that draws inspiration from Ayurveda. It is a Canadian brand founded by Lisa Mattam that is committed to providing clean, natural and effective products.
Shop their Nourish Face Cream ($74) made with a blend of triphala, gotu kola, and coconut oil that soothes and moisturizes your skin.
Live Tinted
Deepica Mutyala founded Live Tinted in hopes of creating a brand that helps people with all skin tones. The brand has makeup and skin care products that work for deeper complexions.
Shop their Superbright 15% Vitamin C Serum Stick ($52) that’s a balm-to-serum stick that brightens uneven skin tone.
Mango People
An inclusive brand founded on the basis of Ayurvedic principles and infused with Adaptogens, Mango People, founded by a Canadian, Sravya Adusumilli, brings a diverse shade range and products made with natural ingredients that are good for your skin and add pigment.
Shop their cult-favourite Multi Stick ($27) that can be worn on the lips, cheeks, and eyes. It’s formulated with fruit extracts and Ayurvedic herbs.
Kulfi Beauty
A makeup brand that celebrates South Asian culture and beauty. Kulfi is a South Asian ice cream that comes in different colours, which is a play on the brand’s idea of fun, creamy, pigmented makeup that is designed for every skin tone while uplifting the South Asian beauty community.
Shop their Free The Brow Volumizing & Laminating Brow Gel ($36) that conditions brow hairs and hold them in place for fuller, voluminous brows.
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