South Asian-Owned Beauty Brands I Love

Shopping small is a huge priority for me. Even when a business scales beyond a “small business,” I like shopping brands that are independently-owned by BIPOC people. Since there has been so much movement in the beauty space for South Asian brands, I wanted to do a round-up. This list is great for people who are looking to shop small or support South Asian brands this year.

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Fable & Mane

Fable & Mane was founded by siblings Akash Mehta and Nikita Mehta. Their brand is rooted in the traditional practices of hair oiling with oils made of herbs and roots. Their mission is to make the traditional practices of Ayurvedic haircare accessible to consumers. I’ve recently been able to rescue my hair by using a combination of their products and traditional hair oiling practices. My hair is now healthier than ever!

My favorites:

  • HoliRoots Shampoo great for removing oils from the scalp while being incredibly gentle. For a deeper cleanse, you may need two washes. However, it’s very effective without making my scalp dry and flaky.
  • HoliRoots Conditioner which is rich enough to hydrate my curls without weighing down my strands.
  • HoliRoots Hair Mask which gives my hair enough slip for detangling and separating the sections of my hair.

Squigs Beauty

Squigs Beauty was founded by Nikita Ramsinghani Charuza, a fashion & beauty editor at Instyle Magazine, POPSUGAR, and People Magazine. After trying different products for many years, she learned to appreciate high-quality and effective ingredients. This experience and the tradition of hair oiling that was part of her childhood inspired her to create Squigs.

My favorite product from the brand is the Gooseberry Delight hair oil. It smells so delicious and helps protect my scalp from itching and flaking. It’s a wonderful treat for at-home haircare.

Kulfi Beauty

Kulfi Beauty is a South Asian beauty brand whose name is inspired by South Asian ice cream. Kulfi Beauty emphasizes culturally-informed self-expression and mental health and sees them as closely tied. The brand recently moved into Sephora!

Their Underlined Kajal Eyeliner won a 2022 Allure Best of Beauty Award. They were awarded for their deep, rich colors and their long-lasting formula that does not budge!


Aavrani is a skincare brand founded by Rooshy Roy. Roy created the brand with the intention of being able to share Indian beauty rituals. She was inspired by the beauty rituals of her family, specifically her grandma from Kolkata.

Their Glow Activating Exfoliator mask is a clay mask infused with raw Manuka honey and turmeric. The mask evens your skin tone while exfoliating. It reminds me of the DIY haldi masks I made at home as a kid!

Have you tried any of these brands or any of these products? Which ones are your favorites? Which ones are you excited to try? Are there any other South Asian-owned beauty brands that you’re currently loving? Let me know in the comments!

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