As South Asian-owned brands take over beauty counters across the world, Priya Raj delves into the world of ancient remedies and the brands bringing the fun back to beauty.
Even as a South Asian woman, I struggle to really understand what South Asian beauty means.
In India, where my family are from, a kitchen is more of an apothecary than a pantry. There are few ingredients the women in my family can’t fashion a hair or face mask from.
From turmeric and saffron face masks to cold-pressed hair oil, South Asian remedies are to thank for many Western beauty routines, and it’s where my love for skincare and makeup came from.
Over the past few years, there’s been a definitive rise in global beauty trends — shoutout to K-beauty — but South Asian beauty has remained somewhat niche, until now.
Here, we speak to the SA brands that have taken over UK beauty bags — as well as reveal our top-rated products to buy now.
What is South Asian beauty?
We can split SA beauty into two categories — products derived from South Asian remedies and South Asian-owned brands. However, these usually coincide.
Beauty from each Asian region has its own specialty. Korean-beauty is innovative; Japanese beauty is stripped back; and South Asian beauty is all about nourishment and treating the root cause.
“It reflects the specific issues that commonly impact South Asians — pigmentation, sensitivity from stronger treatments, scalp health, hair density and shedding,” explains Aarti Pal, an award-winning makeup artist and founder of South Asian Beauty Collective.
If we go back a couple of generations, or even to more rural parts of South Asia today, these age-old remedies are still being practised. For example, scalp massages with combinations of oils to help hair strength is something my grandmother has been subjecting me to since I was a child, and it isn’t as luxurious an experience as one might imagine.
Now, brands from South Asia are bringing similar remedies to the West, with a luxury twist.
Read more: The top trending K-beauty products to try
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Why is there more interest in South Asian beauty brands in the UK?
The beauty industry has been working on improving inclusivity, which includes increasing the availability of products that target the concerns of all skin types and colours.
“I wouldn’t describe it simply as growing interest, it’s been a shift from awareness to understanding, and the two aren’t the same,” explains Aarti. “For many years, South Asian consumers were visible as customers but not understood as a community with specific needs.”
Aarti’s South Asian Beauty Collective has been instrumental in providing brands with cultural context, and SA brands are beginning to bridge the gap between East and West.
Indian beauty brand Kama Ayurveda has opened boutique locations in Harrods and Notting Hill, while Kay Beauty — a makeup brand created by one of India’s biggest superstars, launched in Space NK last year. Kulfi, a playful cosmetic brand, has equally carved out its own place in a competitive market.
Kulfi’s founder, Priyanka Ganjoo, explains: “Products weren’t designed with our undertones and cultural references.” Her range of products not only include colours and tones to complement people of colour (POC) skin tones, but also uses names that reference South Asian experiences, such as the Nazar No More eyeliner and Sona Sona eyeshadow.
Read more: Which hair oil is best for my hair type?
“Kulfi resonates with people across backgrounds who connect with bold colour, playful storytelling and beauty that doesn’t take itself too seriously,” Priyanka explains. “It’s deeply intentional rather than trying to appeal to everyone at once.”
Kama Ayurveda was the first Indian beauty brand to receive the Butterfly Mark certification from Positive Luxury. Its founder, Vivek Sahni, told us that he knew he’d be competing with the biggest global luxury brands in the UK.
“For decades, Western beauty dominated the global narrative. Now, there’s space, finally, for other knowledge systems to be recognised not as alternative but as foundational.”
Must-try products from South Asian brands
If you’d like to try out some South Asian brands for yourself but don’t know where to start, we’ve rounded up some of our favourites — tried and tested.
Kama Ayurveda Bringaras Scalp and Hair Oil
Across the UK, people are turning to scalp and hair oiling rituals.
“Hair is being increasingly impacted by pollution, hard water, stress and environmental aggressors,” explains Vivek Sahni, founder of Kama Ayurveda.
To help solve this, Vivek points to the brand’s Bringaras scalp and hair oil. It can be used weekly as a self-massage ritual and, as with all Kama Ayurveda products, it has natural herby scents, adding an almost spa-like step to your self-care routine.
Buy now for £65 from Selfridges.
Kama Ayurveda Kumkumadi Facial Oil
A personal favourite, the Kumkumadi Revitalising Facial Oil feels like it transforms my complexion overnight. It contains saffron, it’s rich in antioxidants and it’s known for reducing the appearance of dark spots and hyperpigmentation.
It can — and will — stain any white clothes or pillowcases but will easily come out in the wash.
Buy now for £135 from Selfridges.
Kulfi Badi Lash Mascara
Translating to ‘big lash mascara’, this product delivers on exactly that. It includes a tri-peptide complex and castor seed oil (another of those ancient remedies), which nourishes lashes.
This is a tubing mascara, making it easy to remove at the end of the day without any smudging or flaking.
Buy now for £26 from Space NK.
Kulfi Free the Brow Gel
Having bushy eyebrows wasn’t something I was grateful for until my late teens, when thick brows became a trend. Keeping them tamed remains a dilemma though. The Free the Brow Gel from Kulfi contains a blend of vitamin E and sunflower oil to keep brows nourished, while the formula keeps them in place for up to eight hours.
Buy now for £26 from Space NK.
Kay Beauty Luxe Face Palette x Falguni Shane Peacock
I’d be doing a disservice to South Asian beauty if I didn’t mention one of the biggest brands in India, which entered the UK market in 2025. Kay Beauty was created by one of the country’s biggest superstars, Katrina Kaif.
While shade ranges have drastically improved in makeup throughout the past decade, the correct undertones and formulas for POC skin continues to be a challenge. This brand changed the game with shades and products formulated for South Asian skin tones, and this collaboration palette will illuminate your skin, no matter the tone or colour.
Buy now for £26 from Space NK.
Feature image: Kulfi Beauty
