28 South Asian-Owned Brands Taking the Beauty World by Storm

The Brand: CTZN Cosmetics was founded by three Pakistani siblings: Aleena, Aleezeh, and Naseeha Khan. Born in the US and raised in the UAE, the sisters set out to combat the lack of Southeast Asian and Middle Eastern representation in the beauty industry by creating a lineup of inclusive, genderless products that work on all skin tones. Their nude lipsticks, which come in 25 shades, are now considered beauty must haves.

What to Buy: The Nudiversal Lipstick ($29) is your go-to nude shade. It comes in 25 shades that complement various skin tones, undertones, and lip tones. One side is a matte lipstick, and the other is a matching lip gloss. Read our in-depth review of the Nudiversal Lip Duo .