South Asian beauty is emerging as a prominent trend in the global beauty industry, set to rival the dominance of Korean beauty (K-beauty). While K-beauty has long been popular, with trends like ‘glass skin’ and brands such as Beauty of Joseon, Innisfree, and CosRX leading the way, attention is now turning towards Indian beauty products.
In the past, South Asian beauty products were scarce in major retail chains like Space NK, Boots, and Sephora. The demand for a wider range of products catering to brown-skinned consumers has been growing, leading to a slow but steady increase in visibility for South Asian beauty brands.
Rooted in Ayurvedic rituals and traditions, South Asian beauty emphasizes natural ingredients and holistic practices for maintaining healthy skin and hair. Traditional methods like hair oiling and scalp massages, along with active ingredients such as centella and liquorice root, are defining this beauty movement.
Consumers are increasingly drawn to South Asian beauty brands for their emphasis on natural and restorative products that align with long-standing wellness practices. In a time where natural remedies are gaining popularity over synthetic alternatives, Ayurvedic beauty products are meeting a growing demand.
The rise of South Asian beauty is evident on platforms like TikTok, where hashtags like #hairoiling are gaining traction. Companies like Puig adding Kama Ayurveda to their portfolios signal a shift towards elevating Ayurvedic beauty in the UK market.
South Asian beauty appeals not only for its product offerings but also for its founder-led businesses, each with a unique story and philosophy. With a focus on holistic practices and ancient ingredients, South Asian beauty complements the clean and holistic beauty movement popularized by K-beauty, finding space in the international market, particularly in the UK.
Have you explored South Asian beauty products, or are you sticking with K-beauty favorites? Share your thoughts in the comments below.