“Representation and inclusion are vital to building a beauty industry"
Global beauty giants are increasingly recognising the commercial influence of South Asian consumers in Britain, following the inaugural South Asian Beauty Collective Awards in London.
Held on September 21 at The Mayfair Hotel, the event celebrated businesses, founders and creators across retail, innovation, representation and community impact.
Founded by Aarti Pal and supported by the British Beauty Council, the awards brought international names including Sephora, L’Oréal Paris and Armani Beauty together with South Asian-founded brands and entrepreneurs.
Sephora won the Retail Excellence Award, while L’Oréal Paris received the Digital Engagement Award. Armani Beauty’s Luminous Silk Foundation won the Inclusive Beauty Award.
Indian Ayurvedic brand Kama Ayurveda also received the South Asian Beauty Excellence Award.
Pal said the awards were created to encourage brands to build stronger relationships with British South Asian consumers, rather than relying on occasional campaigns.
She said: “Many brands connect with audiences across South Asia, yet there is still an opportunity to build stronger relationships with British South Asian consumers here in the UK.”
The growing interest comes as South Asian consumers represent a significant part of Britain’s beauty market.
People identifying as Asian, Asian British or Asian Welsh made up 9.3% of England and Wales’ population in the 2021 Census, representing around 5.5 million people.
The British Beauty Council has previously valued annual beauty spending among the UK’s multi-ethnic consumers at £2.7 billion.
Research cited by Forbes also suggests minority ethnic groups could represent a £10.5 billion annual beauty opportunity by 2061.
The awards highlighted businesses created to address the needs of South Asian consumers.
Rosemin Beauty was named the People’s Choice South Asian Founded Beauty Brand, while Sebina Hussain won People’s Choice South Asian Beauty Creator.
Nikita Patel of BEBI received the Rising Star Mentorship Award in partnership with Fable & Mane.
The event also recognised businesses contributing to the wider British beauty industry.
Blink Brow Bar won the South Asian Beauty Service Award, while the House of Creed received the Community Service Award.
Representation remained central to the evening, with Anita Bhagwandas receiving the Breaking Barriers Award.
Dame Meera Syal was presented with The Collective Award for her contribution to British South Asian representation.
She said:
“Representation matters because it helps people feel seen and creates space for those who follow.”
British Beauty Council CEO Millie Kendall OBE also highlighted the importance of inclusion within the industry:
“Representation and inclusion are vital to building a beauty industry that reflects the communities it serves.”
With major beauty companies now engaging with South Asian founders, creators and consumers, the awards signal a wider shift in the British beauty industry.
