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

The Brand: Founded by Raeka Morar, Raeka is a skin-care brand that pays homage to the South Asian heritage and self-care rituals. The line uses both Ayurvedic and Western ingredients for a modern and streamlined skin-care routine.

What to Buy: The India Gold Serum ($62) is a luxurious anti-aging serum that will hydrate your skin for a plump appearance. It contains manuka honey and chamomile to calm the skin. Hyaluronic acid adds a burst of hydration while marula, sweet almond, and jojoba oils condition the skin. The serum will help diminish the appearance of fine lines with matrixyl-3000, collagen, and growth factors.