What brands are embracing 50 shades of brown…
By Ashima Sethi
The ﬁrst time I ever tried buying foundation was in a Boots down the road from my high school. I tried every shade they had on oﬀer and none came close to matching my skin tone. I was disappointed but not surprised because for us desi folks, ﬁnding representation in beauty has been a rarity for years. But thankfully, times are changing and the industry has seen a rise in boutique beauty brands that cater speciﬁcally to South Asians. Here are ﬁve to check out:
Certifeye (certifeye.co.uk), launched by Aysha Ali, is a beauty brand that focuses on big, bold colours (pictured above). Oﬀering makeup products for both men and women, their product line ranges from false lashes to colourful high pigment eyeshadow palettes, metallic and neon glitter pigments, matte liquid lipsticks, and other beauty tools.
What to buy: The Aﬃnity Palette, which oﬀers 18 super-blendable matte shades.
Live Tinted (www.livetinted.com) began as a multicultural community for discussing all things beauty and culture after its founder, Deepica Mutyala, went viral as a result of her red lipstick hack video. All of their products aim to help with problems like hyperpigmentation through incorporating buildable, vitamin-packed formulas that are nourishing for all skin types.
What to buy: the Huestick, a 4-in-1 multi-stick that can be used as a colour corrector, eye shadow, blush, and lipstick.
Sachi Skin’s (www.sachiskin.com) formulations take into consideration the unique physiology of diverse skin tones. For example, darker skin tones with more melanin suﬀer from higher rates of post-inﬂammatory hyperpigmentation, while lighter skin tones can suﬀer from loss of collagen. With this information, they’ve developed products like skin regenerating serums and complexion clariﬁers that are eﬀective for all skin types.
What to buy: Triphala Pigmentation Corrector, which is packed with antioxidants to defend against ﬁ ne lines, fade hyperpigmentation, reduce pores and roughness, and brighten the skin.
Founded by beauty industry insider Priyanka Ganjoo, Kulﬁ Beauty (kulfiibeauty.com) aims to represent the diverse colours that make up the South Asian diaspora. Taking inspiration from the colourful Indian dessert, their products designed to complement South Asian skin tones and undertones and are available in shades like brown, black, terracotta, berry, and blue.
What to buy: Kajal Eyeliner, high-pigment, smudge-proof liners packed with nourishing ingredients.
Founded by Michelle Ranavat, RANAVAT (www.ranavat.com) oﬀers all-natural ayurvedic skincare products inspired by the rituals of Indian Royalty. All of their formulas are made in India with an array of locally sourced ingredients ranging from sweet almond oil to ashwagandha, lotus ﬂowers, saﬀron, and more.
What to buy: Radiant Rani Brightening Saﬀron Serum, a potent blend of vitamin-rich ingredients to promote an even and healthy complexion.