By Danielle Canagasuriam

Copyright mirror

South Asian beauty looks poised to be the next movement to permeate the global industry. While Korean beauty (K-beauty) has long-dominated social media feeds and beauty shelves — with consumers vying for ‘ glass skin ’ and brands like Beauty of Joseon , Innisfree and CosRX on every product round-up — the global eye is shifting to India. Until recently, South Asian beauty was nowhere to be seen in chains like Space NK , Boots and Sephora. The call for major brands to expand their colour palettes for brown-skinned consumers was a hard-won nod of recognition, but South Asian beauty founders still struggled to claim space on retail shelves. But the tides may be turning. South Asian beauty is largely rooted in Ayurvedic rituals and traditions. Derived from ancient Indian practices of medicine, it prioritises natural ingredients and holistic long-term practices for healthy skin and hair. Traditional South Asian practices like hair oiling and scalp massages and active Ayurvedic ingredients like centella (aka gotu kola) and liquorice root (yashtimadhu) define the movement. South Asian beauty brands meet consumer demand for natural, restorative products that lend themselves to long-standing wellness practices. Ayurvedic remedies prioritise herbal and non-toxic substances at a time when filler incites fatigue and expensive pharma-first solutions are losing steam. On TikTok #hairoiling yields over 100k results and recipes for turmeric face masks and videos about the importance of tongue scraping are gaining traction. The mammoth beauty company Puig adding Kama Ayurveda to its impressive portfolio alongside Charlotte Tilbury and Byredo also signalled a move to raise Ayurvedic beauty’s profile in the UK. South Asian beauty also appeals to consumers that prioritise founder-led businesses, as some of the biggest burgeoning brands have a distinct story and philosophy. Have you tried South Asian beauty products yet — or are you sticking with K-Beauty classics? Let us know in the comments. Like K-Beauty, South Asian beauty prioritises holistic and long-term practices for healthy skin and hair with a ritualistic nature. Innovative product lines highlighting ancient ingredients unite both practices. The clean and holistic beauty movement that K-beauty perpetuated has helped pave a space in the international market for South Asian brands to emerge, most notably in the UK. For more stories like this subscribe to our weekly newsletter, The Weekly Gulp , for a curated roundup of trending stories, poignant interviews, and viral lifestyle picks from The Mirror’s Audience U35 team delivered straight to your inbox. Help us improve our content by completing the survey below. We’d love to hear from you!