In the coming years, South Asian beauty will be firmly established in the world’s market for natural products and holistic treatments.
South Asian beauty looks poised to be the next movement to permeate the global industry. While Korean beauty (K-beauty) has long-dominated social media feeds and beauty shelves — with consumers vying for ‘glass skin’ and brands like Beauty of Joseon, Innisfree and CosRX on every product round-up — the global eye is shifting to India.
Until recently, South Asian beauty was nowhere to be seen in chains like Space NK, Boots and Sephora. The call for major brands to expand their colour palettes for brown-skinned consumers was a hard-won nod of recognition, but South Asian beauty founders still struggled to claim space on retail shelves. But the tides may be turning.
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South Asian beauty: what is it?
South Asian beauty is largely rooted in Ayurvedic rituals and traditions. Derived from ancient Indian practices of medicine, it prioritises natural ingredients and holistic long-term practices for healthy skin and hair.
Traditional South Asian practices like hair oiling and scalp massages and active Ayurvedic ingredients like centella (aka gotu kola) and liquorice root (yashtimadhu) define the movement.
South Asian beauty brands are popular, but why?
South Asian beauty companies respond to consumer demand for traditional, restorative products that promote long-term wellness. At a time when filler-induced fatigue and pricey pharma-first solutions are losing steam, Ayurvedic remedies prioritize herbal and non-toxic substances.
On TikTok #hairoiling yields over 100k results and recipes for turmeric face masks and videos about the importance of tongue scraping are gaining traction. The mammoth beauty company Puig adding Kama Ayurveda to its impressive portfolio alongside Charlotte Tilbury and Byredo also signalled a move to raise Ayurvedic beauty’s profile in the UK.
South Asian beauty appeals to consumers who prioritize founder-led businesses because some of the biggest burgeoning brands have a distinct story and philosophy.
Are you sticking with K-Beauty classics or have you tried South Asian beauty products yet? In the comments, please let us know.
How does K-Beauty compare to South Asian beauty?
Like K-Beauty, South Asian beauty prioritises holistic and long-term practices for healthy skin and hair with a ritualistic nature. Innovative product lines highlighting ancient ingredients unite both practices.
The clean, holistic beauty movement that K-beauty championed has opened up a window for South Asian brands to expand internationally, most notably in the UK.
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British brands of South Asian beauty
- Kulfi Beauty – Founded in 2021 by Priyanka Ganjoo, Kulfi Beauty is a vegan and cruelty-free makeup brand which celebrates creativity and playfulness and takes inspiration from Ganjoo’s own Indian heritage. It became the first South Asian make-up brand to be stocked in Sephora and is now available in Space NK.
- Kay Beauty – India’s most popular make-up brand was founded by legendary Bollywood actress Katrina Kaif has also arrived in the UK. As of September 2025, you can shop Kay Beauty exclusively at Space NK.
- Diipa Büller-Khosla, the founder of indo-wild, is a well-known social media star and was inspired by her mother’s work as an Ayurvedic doctor to incorporate ancient rituals with science-backed chemistry into AyurvedistryTM.
- Fable and Mane, the brother-sister duo behind Fable and Mane, aims to develop a contemporary hair wellness brand using vegan, eco-friendly, and cruelty-free ingredients in keeping with family traditions.
Source: Mirror
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