These 30 Underrated South Asian-Owned Businesses Will Be Your Go-To For Diwali

The Shop: Bili Beauty is a makeup brand inspired by the rich colors and traditions of India. The founder, Sarah Sophy Thomas, created this brand when she realized there was not enough representation in beauty. The brand aims to make sure everyone can use these shades.

What to Buy: The Eyes of India Eyeshadow Palette ($42) is incredibly vibrant and perfect for any makeup-lover.