By Katrina Mirpuri
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Beauty and wellness are as much a part of South Asian culture as food, music, and spirituality.
For centuries, the region has celebrated beauty through rituals rooted in Ayurveda, an ancient holistic science that emphasises balance and natural healing. From hair oiling to turmeric-infused scrubs, these practices have been lovingly passed down through generations to offer nourishment and self-care, long before they hit the mainstream.
Today, they are not only cherished in South Asian households but are also making their way into global wellness routines, resonating with people seeking natural remedies over conventional modern beauty options.
In many ways, the rise of Ayurvedic beauty rituals mirrors the global fascination with other traditional practices like the gua sha, a traditional Chinese tool that’s now a staple in modern skincare. Just as gua sha went from being an ancient wellness technique to a must-have on beauty vanities around the world, South Asian beauty traditions are experiencing a similar renaissance. They are no longer viewed as niche or strange, but as universal practices that promote holistic beauty from the inside out.
Ayurvedic beauty is deeply tied to ingredients sourced directly from nature. Turmeric, known for its anti-inflammatory and brightening properties, has long been used in South Asian bridal rituals to give skin a natural glow. Neem helps to detoxify and clarify, while amla, or Indian gooseberry, is famed for strengthening hair. Coconut and sesame oils are another great Indian household staple as they help nourish skin and hair.
Several modern South Asian beauty brands are now reimagining these traditional practices. Fable & Mane, founded with a love for childhood hair-oiling traditions, has become a cult brand thanks to its line of strengthening hair oils. Kama Ayurveda continues to champion authentic Ayurvedic recipes, from its bestselling Kumkumadi oil (great for brightening and rejuvenating) to its nourishing rosewater tonics and herbal hair treatments.
The world has admired the distinctive beauty of South Asian women for some time. Whether it’s Bollywood icons like Aishwarya Rai and Priyanka Chopra-Jonas or India’s multiple Miss World winners (the country has won the crown six times, tied only with Venezuela). Their radiant skin, thick hair, and expressive eyes, often enhanced with kohl, embody timeless allure. It’s no surprise that Western beauty culture has begun to adopt simple rituals, such as threading, dry brushing, and sugaring (removing body hair with hot sugar), to name a few.
Whether you’re interested in adopting new beauty rituals or simply looking for the perfect Diwali gift, we’ve rounded up some of the best South Asian beauty brands worth knowing right now.
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