These 4 Products Were Made for South Asian Skin, and They Changed the Game


(Image credit: Courtesy of Ulta Beauty; Sephora)

For years, finding products that worked perfectly for my Brown skin was no easy feat. Enter South Asian–owned brands like Kulfi and Live Tinted. Now, my daily beauty routine has become quicker and easier. To be understood and seen in the beauty world is not something I take lightly. While finding confidence in my skin was a personal journey I completed on my own, finding these products was just another piece in continuing to feel empowered. I used to spend too much time mixing and researching products, and knowing that these products were made by women who look like me and have similar skin concerns in mind takes that unnecessary pressure off my shoulders. 

After trying (and loving) the products below, I was eager to share them with anyone who could benefit. Thanks to these brands being available at Sephora and Ulta, I'm sensing a positive shift in the beauty industry that has been a long time coming. Of course, there's still a lot of work left to be done, but supporting these brands is a step in the right direction. Keep scrolling to see the four beauty products from South Asian–owned brands that have become integral parts of my beauty routine. 


(Image credit: @thatgirlyusra)

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Associate Fashion Editor
Yusra Siddiqui is an editor who resides in New Jersey but bounces between the suburbs and NYC. (She's a Jersey girl at heart.) After interning at Who What Wear in 2019, she found her way to the team after graduating from LIM College in 2022 with a fashion media degree. She's also spent time writing and working for publications such as Fashionista, Coveteur, and Nylon, but she always knew that Who What Wear was where she was meant to be. When she's on the job, she's perusing runway shows, analyzing the latest thing fellow Gen Zers are up to on the internet, and sharing what she can about the modest-fashion market. You can also catch her dabbling in entertainment, talking about the costume choices of the latest Netflix series or diving deeper into how the plotline affects the viewers in a myriad of ways. Lastly, she likes to create content for Who What Wear's TikTok. Her personal time is spent doing similar but also different things—deep diving into almost every new TV show (Bridgerton, Gilmore Girls, and Stranger Things are favorites), planning her next local getaway (whenever that may be), and reading the latest Emily Henry or Sally Rooney novel in one sitting.