South Asian Beauty Focus

Representation Matters

Historically underrepresented by mainstream beauty, South Asian brands are now challenging limited offerings and whitewashed visual marketing campaigns through spaces and products that serve and empower their communities first. With 63% of Americans inspired by beauty labels showing diversity in their advertising campaigns (Mintel, 2021), there is also a broader demographic opportunity to grab.

Rooted in Heritage

Strong familial structures provide a grounding for ancestral traditions, regional customs and nourishing regimes passed down generationally in South Asia, making them a rich source of commercial wellness ideas. The growth of Ayurvedic health and personal care in the west – with a global market value of almost $5bn (Market Growth Reports, 2022) – is a great example.

Maximalist Expression

South Asia’s joyous celebrations, maximalist festivals and vivid colour spectrums are coming through in exciting beauty collections from largely female-founded brands. Comprising highly pigmented cosmetic products, these locally focused independents are encouraging young consumers to showcase their own creative expressions and challenge conventional western beauty ideals.

Conscious Consumption

South Asian beauty brands are now shaping accountable narratives to drive real change through a variety of avenues. By supporting external charitable initiatives, and scrutinising their own social and environmental impact, they are shrewdly speaking to a growing consumer base with more conscious personal standards and beliefs.