Consumers have more options than ever.
Finding the perfect makeup products for South Asian skin can often feel like a frustrating game of trial and error.
From mismatched foundation shades to blush tones that disappear on deeper skin, mainstream brands frequently fall short when it comes to our diverse undertones and unique skin needs.
South Asian skin isn’t a monolith. It spans a wide spectrum of shades with olive, golden, and red undertones, often coupled with concerns like hyperpigmentation, texture, and sensitivity.
Yet, many global brands continue to centre their formulations around Eurocentric standards, leaving brown skin as an afterthought.
Fortunately, a growing number of beauty brands are challenging that status quo.
Many of them are founded by South Asians who truly understand the community’s needs.
These labels are creating products with real diversity in mind, delivering everything from true nude lipsticks to colour correctors that actually work.
They recognise that South Asian skin thrives on balance: pigment, skincare benefits, and formulas that can endure in humid climates.
While some of these brands are gaining traction on social media, many still fly under the radar, especially in the UK market.
DESIblitz spotlights ten underrated makeup brands that are changing the game for South Asian beauty.
Whether you’re looking for long-lasting foundations, multi-use sticks, or the perfect red lipstick, these names deserve space on your vanity.
Backed by science, tradition, and a true understanding of melanin-rich skin, they prove that representation in beauty is not just a trend. It is a necessity.
Let’s take a closer look at the brands that are delivering substance and shade range with equal commitment.
We begin with some trailblazers founded by South Asians themselves.
Kulfi Beauty
Kulfi Beauty is one of the few makeup brands unapologetically designed with South Asian skin at the forefront.
Founded by South Asian entrepreneur Priyanka Ganjoo, the brand prioritises representation and joy in equal measure.
Their Main Match Concealer, available in over 20 shades, is celebrated for its creamy texture, hydration-boosting ingredients, and crease-resistant finish.
This makes it ideal for those dealing with dryness or fine lines under the eyes, two common concerns for brown skin.
What sets Kulfi apart is its blend of cultural authenticity and modern innovation.
The Underlined Kajal Eyeliner is a fan favourite.
It pays homage to the traditional kajal pencil while delivering a smudge-proof finish perfect for bold eye looks.
All products are vegan, cruelty-free, and developed with inclusivity in mind.
Both Allure and Byrdie have given the brand glowing reviews.
By focusing on undertones and real-life skin textures, Kulfi proves that South Asian skin deserves more than just a token shade in a foundation range.
It is a brand that offers both representation and results.
Live Tinted
Founded by Deepica Mutyala, Live Tinted is more than just a beauty brand.
It has become a movement in its own right.
Its best-known product, the Huestick, has become a viral sensation for good reason.
Designed to correct dark circles and hyperpigmentation, this multi-use stick functions as a colour corrector, blush, and lipstick.
The formula is creamy and blendable, with undertones specifically developed to complement melanin-rich skin.
Hyperpigmentation is a common concern among South Asians, often caused by hormonal changes and sun exposure.
Live Tinted addresses this with skincare-infused products, including ingredients like vitamin C and hyaluronic acid.
As reported by Vogue, the brand sits at the intersection of skincare and colour cosmetics.
This makes it ideal for minimalists and makeup lovers alike.
With its sleek packaging and inclusive ethos, Live Tinted is changing how South Asian consumers approach colour correction and complexion products.
Inde Wild
If you’re after makeup with a skincare-first mindset, Inde Wild is a name worth knowing.
Founded by Diipa Büller-Khosla, the brand takes inspiration from Ayurvedic principles while leaning into clinical science.
While it is best known for its Bakuchiol Serum, a plant-based alternative to retinol, Inde Wild is now expanding into tinted serums and skincare-makeup hybrids.
Their formulations are tailored to treat concerns like dark spots, uneven skin tone, and sensitivity.
These issues disproportionately affect South Asian skin due to higher melanin levels.
According to Harper’s Bazaar India, the brand’s approach merges heritage with innovation.
This makes it ideal for those who want their makeup to also nourish the skin.
Though not a traditional makeup line, its offerings are perfect for South Asians who prefer a natural, glowing finish over heavy coverage.
CTZN Cosmetics
CTZN Cosmetics has carved a niche with its carefully crafted lip products for South Asian undertones.
Their Code Red Laal lipstick stands out as a universal red that flatters golden, olive, and deep skin tones.
The shade is rich, matte, and long-wearing, designed to make an impact without drying the lips.
One of CTZN’s most innovative offerings is its online Lipstick Quiz.
This tool helps users find their perfect nude based on skin tone and undertone.
Customisation like this is rare in the beauty industry and transformative for those who have struggled to find a nude that doesn’t look ashy or washed out.
With a strong commitment to ethical production and inclusive marketing, CTZN is not just a lipstick brand.
It is a celebration of global beauty.
Mango People
Mango People is a clean beauty brand focused on non-toxic, organic formulations that deliver rich pigment.
Created by South Asian founder Sravya Adusumilli, the brand uses ingredients like mango butter, turmeric, and rosehip oil to create multi-use colour sticks that flatter golden and olive skin tones.
The Multi-Stick is one of their hero products.
It offers buildable pigment for lips, cheeks, and eyes in a smooth, buttery texture that blends seamlessly into the skin.
It performs beautifully on warmer undertones, a feature that is often overlooked by mainstream beauty brands.
Mango People is also committed to sustainability and vegan formulas.
As reported by Beauty Independent, the brand has earned praise for combining high performance with ingredient purity.
PIXY
PIXY is a Malaysian brand that is slowly earning international attention thanks to its climate-conscious products.
The BB Cream to Powder is particularly popular.
It offers long-lasting coverage that holds up in heat and humidity, making it perfect for tropical climates and unpredictable British summers.
The product begins as a cream and sets as a powder, simplifying your base routine without compromising coverage.
It has been praised by Clozette and Asian Beauty Essentials for being lightweight, breathable, and inclusive in its shade range.
Given how common oily or combination skin is among South Asians, PIXY’s practical and comfortable formula is a smart choice for everyday wear.
Cathy Doll
Based in Thailand, Cathy Doll is known for its skincare-meets-makeup approach.
One of its standout products is the Trio Color Serum, which delivers dewy colour while infusing the skin with nourishing ingredients.
This product has become popular across Southeast Asia for enhancing melanin-rich skin without being too sheer or overpowering.
The brand also offers cushion foundations and tone-up creams designed to balance and brighten the skin without leaving a grey or ashy cast.
According to Sassy Thailand, Cathy Doll delivers innovation and affordability, making it a great option for South Asians looking to try out Asian beauty trends.
Sollie Sunny Side Up
Sollie Sunny Side Up is a Thai brand perfect for makeup lovers who enjoy playful yet functional products.
It features items like blushes with SPF and colour-changing lip products that react to the skin’s pH levels.
These formulas provide vibrant colour while protecting and nourishing the skin.
The inclusion of SPF is particularly beneficial for South Asian skin types, which are more prone to pigmentation from sun exposure.
The brand’s colourful, experimental offerings appeal especially to younger beauty fans who enjoy customisable looks.
Though still niche, Sollie’s creative take on beauty makes it an exciting brand to watch.
Mars Cosmetics
Mars Cosmetics is a fast-growing Indian brand offering budget-friendly yet high-quality makeup.
Their products include pigmented eyeshadow palettes, creamy lipsticks, and velvet-finish foundations that cater well to Indian undertones.
Despite the affordable price point, Mars has earned positive comparisons to premium brands like Huda Beauty and NYX.
Indian YouTube beauty influencers have praised its formulas for delivering intense colour and impressive staying power.
For South Asians who want vibrant, versatile products without overspending, Mars Cosmetics is a go-to choice.
Blue Heaven
Blue Heaven has long been a staple in the Indian beauty market.
Known for its accessible pricing and reliable products, the brand excels in creating foundations and lipsticks that complement dusky complexions.
Recently, Blue Heaven has refreshed its branding and improved its formulations to appeal to a younger audience.
Its updated product range offers better textures, modern packaging, and more refined shade options while remaining affordable.
The brand continues to meet the needs of real Indian skin, making it a trusted favourite for many.
These ten brands demonstrate just how much progress the beauty industry has made in embracing South Asian skin tones and beauty ideals.
Each one brings something unique to the table, from hyperpigmentation-friendly formulations to bold, undertone-matching colour stories.
For too long, South Asians have been underrepresented in beauty marketing and product development.
Now, with brands built on both cultural understanding and clinical expertise, consumers have more options than ever.
As awareness grows and more South Asian voices enter the beauty space, these underrated names are sure to gain the spotlight they deserve.
The future of makeup looks promising, inclusive, and beautifully brown.
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