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.
