4 Female-Owned South Asian Beauty Brands
Celebrate South Asian Beauty!
Live Tinted
Deepica Mutyala is a South Asian beauty entrepreneur who went viral for covering her dark circles with red lipstick. Mutyala launched Live Tinted, a vegan and cruelty-free cosmetics company, just a few years later. This company has won the Best in Beauty award for Allure and was even featured in Forbes, The New York Times, Elle, and more. Live Tinted is recognized as a very inclusive brand that is meant to fit all skin tones and all skin types.
People have been raving about their new huesticks that are not only super pigmented but also great for your skin! These huesticks are packed with hyaluronic acid, squalene, and Vitamins C and E. This makeup product comes in shades suitable for all skin tones and is also multitasking. You can use these huetsticks on your eyes as eyeshadow, under your eye as a color corrector, on your lips, and even on your cheeks for a blushy look! Live Tinted is having a 20% off sale right now and you can mix and match four huesticks for just $80!
Vasanti Cosmetics
Vasanti Cosmetics is a sister-owned brand that offers skincare and makeup products. The Vasanti sisters come from a rich Indian culture so they used that as an opportunity to create products that were lacking in the beauty industry. They realized that many South Asian women struggle with dark under-eye circles and hyperpigmentation, which is usually hereditary, which propelled them to create an inclusive brand that would work for many people of color.
They have a skincare finder on their website where you can find products that specifically help solve any skin concerns that you might have. They are mostly known for their BrightenUp! Exfoliator which is perfect for sensitive skin. This exfoliating product has aloe leaf extract and papain (papaya enzyme) that effectively removes any dead skin cells. It also has many benefits such as brightening the skin and reducing any hyperpigmentation that you might have.
Kulfi Beauty
You have probably been waiting to see this brand on our list! First of all, how cool is the name of this brand? If you didn’t know, Kulfi is a South Asian frozen dessert that originated from India. This brand just launched on February 16th and they are already featured in Vogue! Check out their Vogue feature here. Priyanka Ganjoo, the founder of Kulfi Beauty, has worked in the beauty industry for years but she felt like some companies appropriated South Asian culture and lacked the proper shades for brown skin tones. This led Priyanka to create Kulfi Beauty, a brand that celebrates South Asian beauty.
We already know that kajal is used in many South Asian households and not just by women. The Kulfi team wanted to release fun kajal eyeliners as their first official product. These liners are smudge-proof and are also formulated with aloe vera extract and Vitamin E. Not only are these liners very pigmented, but they also glide on smoothly and who doesn’t want that? Although, Kulfi Beauty is still a very new brand, be on the lookout for more of their product releases!
SUVA Beauty
Shaina Azad, an Indo-Fijian Muslim makeup artist, started this brand a few years ago to embrace the beauty within different cultures and genders. She wanted this brand to not only reflect her artistry and bold personality but also the diversity amongst many people around the world. Fun fact, this brand is actually named after the capital city of Fiji, where Shaina grew up in.
SUVA Beauty is one of the brands that have been used on the set of Euphoria, a popular teen series known for its expressive and graphic makeup looks. Euphoria’s makeup artist, Doniella Davy has used SUVA’s most popular products, the Hydra liners, on many of the cast members of the show. The Hydra liners and the Hydra FX palettes are smudge-proof, very opaque in color, and also glow under UV lights! Check out some of their cool makeup looks on their Instagram.