Retail We Love This Month: South Asian Beauty Edition

Rooted in centuries old rituals and refreshed with modern innovation, emerging beauty brands are rewriting the rules of the industry. Consumers worldwide are drawn to their authenticity, inclusivity, and the cultural richness they bring to a market long dominated by Eurocentric standards. Our UK team hit the high-street, in search of up-and-coming South Asian brands that are capturing people’s hearts.

Kulfi

Joyful. Inclusive. Authentic.

Kulfi wears its South Asian identity with pride and playfulness. Vibrant shades inspired by childhood treats to packaging and storytelling rooted in cultural authenticity. By closing long-standing gaps in shade ranges and celebrating medium to deep skin tones, Kulfi is challenging beauty norms while bringing joy and creativity back into the routine.

Inde Wild

Ayurvedic. Nourishing. Aromatic.

A brand rooted in Ayurvedic heritage, elevated by modern science, and resonating deeply with today’s identity-driven consumers. Founded by Diipa Buller-Khosla, the brand has rapidly expanded through powerful partnerships, including its recent debut in Sephora UK. More than just skincare, Inde wild represents a philosophy of mindful self-care, powered by nourishing botanicals and aromatic blends. With community feedback shaping every step, it’s redefining what modern Ayurvedic beauty looks, feels, and smells like. Accessible, elevated, and globally relevant.

Kay Beauty

Inclusive. Performance-driven. Skin-loving.

Founded by Bollywood icon Katrina Kaif, the brand recently achieved a landmark milestone: becoming the first Indian-founded beauty line to launch at Space NK, one of Britain’s most prestigious beauty retailers. The brands inclusive ethos shines through in its wife range of shades designed with South Asian undertones in mind. Beyond inclusivity, the formulas are performance-driven and skin-loving, infused with hyaluronic acid, mango butter, and chamomile to ensure beauty that feels as good as it looks. Kay Beauty’s arrival in the UK signals a growing appetite for South Asian-founded brands in global beauty spaces.

The demand for South Asian beauty is only set to grow, fuelled by identity-driven consumers who value heritage, inclusivity, and celebration. These brands tell stories, foster new communities, and celebrate cultures that have long been underrepresented in the beauty industry. In doing so, the beauty market is becoming more diverse, more exciting, and undeniably more loved.

Published October 2025