\u201cIf I were to describe South Asian skincare,\u201d says Dr. Monisha Madhumita, a consultant dermatologist who works primarily with skin of colour, \u201cit would probably take all night.\u201d<\/p>\n\n\n\n
That\u2019s because this approach to skincare isn\u2019t built around products sold in stores. It\u2019s built around centuries-old traditions, shaped by systems of medicine like Ayurveda, and maintained in households through generations of cultural wisdom.<\/p>\n\n\n\n
\u201cIt’s so deeply intertwined with everyday life,\u201d she explains. \u201cIt\u2019s not something that was just created for the beauty aisle.\u201d<\/p>\n\n\n\n
Instead of serums and synthetics, South Asian skincare begins with ingredients like turmeric, sandalwood, rose water, and fuller\u2019s earth (multani mitti)\u2014items you\u2019re just as likely to find in the kitchen as in a beauty cabinet. These ingredients don\u2019t just treat the skin\u2014they represent balance, healing, and connection to nature.<\/p>\n\n\n\n
A Skin Type Often Overlooked<\/strong><\/h2>\n\n\n\nThe needs of South Asian skin are specific, and often misunderstood by Western skincare brands. Hyperpigmentation, acne, acne scars, and pseudofolliculitis barbae (razor bumps) are common concerns due to the higher melanin content in the skin and a tendency toward sensitivity.<\/p>\n\n\n\n
For Aditi Narayanan, a 21-year-old student originally from India and now living in Hertfordshire, the experience is deeply personal.<\/p>\n\n\n\n
\u201cI struggle with hyperpigmentation\u2014some parts of my face are darker than others,\u201d she shares. \u201cIt used to affect my confidence, especially if I hadn\u2019t slept well. But now, I\u2019ve accepted that it\u2019s just how my skin is.\u201d<\/p>\n\n\n\n
Dr. Madhumita hears this often. \u201cHyperpigmentation is one of the most common concerns among South Asian patients,\u201d she says. \u201cBut most mainstream skincare products are designed for lighter skin tones. They don\u2019t take melanin-rich skin into account\u2014especially when it comes to things like inflammation, undertones, and scarring.\u201d<\/p>\n\n\n\n
Read more about Eileen Uthuppan’s Ichthyosis Story<\/strong>: https:\/\/radiancemag.co.uk\/2025\/06\/03\/my-rare-skin-condition-helped-me-find-purpose-eileens-ichthyosis-story\/<\/a><\/p>\n\n\n\nWhy Isn’t South Asian Skincare a Global Trend?<\/strong><\/h2>\n\n\n\nDespite its effectiveness, South Asian skincare hasn\u2019t captured the global imagination the way Korean or Japanese skincare has. There are several reasons for this, and marketing is a major one.<\/p>\n\n\n\n
\u201cKorean beauty, for example, found a gap in the market,\u201d says Dr. Madhumita. \u201cThey showed that skincare could be self-love, self-pampering. With cute packaging and ten-step routines, they made it aspirational.\u201d<\/p>\n\n\n\n
South Asian skincare, by contrast, has been quietly passed from generation to generation\u2014shared in stories, taught in family rituals, and seldom formalized into brands. Its familiarity within the culture has ironically made it feel \u2018too traditional\u2019 to be modernized or commercialized.<\/p>\n\n\n\n
\u201cThere\u2019s also the issue of perception,\u201d she adds. \u201cTake turmeric. In South Asia, it\u2019s a sacred, medicinal plant. But globally, it\u2019s often reduced to a trend\u2014turmeric lattes or yellow face masks\u2014without any understanding of the context.\u201d<\/p>\n\n\n\n
This disconnect between cultural meaning and global consumption can even lead to cultural appropriation, where the ingredient is stripped of its original philosophy and repackaged for profit.<\/p>\n\n\n\n
The Representation Gap in Beauty<\/strong><\/h2>\n\n\n\nAnother reason South Asian skincare hasn\u2019t gained traction? Lack of representation.<\/p>\n\n\n\n
\u201cI often feel like I\u2019m not the target audience,\u201d says Aditi. \u201cWhen I shop for makeup or skincare, I struggle to find foundation shades that match my undertones, or products that address oily skin and pigmentation together.\u201d<\/p>\n\n\n\n
And it\u2019s not just about the products\u2014it\u2019s about the people selling them.<\/p>\n\n\n\n
\u201cWe rarely see South Asian models or influencers in skincare marketing,\u201d says Dr. Madhumita. \u201cWhen Bridgerton<\/em> came out, it was a turning point. For the first time, we saw a South Asian woman as a romantic lead. It made people pause and say, \u2018Wait\u2014why haven\u2019t I seen someone like me before?\u2019\u201d<\/p>\n\n\n\nThat kind of visibility matters. It challenges long-held beauty standards and validates diverse experiences with skincare.<\/p>\n\n\n\n
\u201cRepresentation helps you feel seen,\u201d Aditi adds. \u201cIt gives you a reference point. It shows you that your skin tone, your features, your textures\u2014they\u2019re normal, even beautiful.\u201d<\/p>\n\n\n\n
More Than Skin Deep<\/strong><\/h2>\n\n\n\nAs our conversations continued, one thing became clear: South Asian skincare is about more than treating the skin\u2014it\u2019s about nurturing the self.<\/p>\n\n\n\n
\u201cDoing my makeup and skincare in the morning helps me feel more confident and prepared for the day,\u201d says Aditi. \u201cIt\u2019s not about covering flaws. It\u2019s about showing up for myself.\u201d<\/p>\n\n\n\n
Science is beginning to catch up with this idea. Dr. Madhumita points out that skin and brain cells share a developmental origin. \u201cThere\u2019s increasing evidence that what we apply to our skin can influence our mood,\u201d she says. \u201cCertain ingredients are even being studied for their impact on emotional wellbeing.\u201d<\/p>\n\n\n\n
This aligns perfectly with Ayurvedic principles, where health is viewed as a state of balance between body, mind, and environment.<\/p>\n\n\n\n
\u201cSouth Asian skincare isn\u2019t about perfection,\u201d she says. \u201cIt\u2019s about prevention, alignment with nature, and acceptance. That fits beautifully with today\u2019s wellness movement, where we\u2019re starting to see health as holistic\u2014not just the absence of disease.\u201d<\/p>\n\n\n\n![\"\"](\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\")
Aditi Narayanan(Left)<\/figcaption><\/figure>\n\n\n\nWhat Needs to Change?<\/strong><\/h2>\n\n\n\nIf South Asian skincare is going to take its rightful place on the global beauty stage, a few things need to happen.<\/p>\n\n\n\n
1. Scientific validation.<\/strong><\/h3>\n\n\n\nTraditional ingredients need to be studied and supported by modern research to build credibility without stripping them of cultural context.<\/p>\n\n\n\n
2. Culturally respectful branding.<\/strong><\/h3>\n\n\n\nBrands should honor the origins of the rituals they borrow from, rather than rebranding them for trendiness.<\/p>\n\n\n\n
3. Inclusive representation.<\/strong><\/h3>\n\n\n\nMore South Asian faces in skincare campaigns, more products tailored to melanin-rich skin, and more influencers sharing authentic stories.<\/p>\n\n\n\n
4. Reframing tradition.<\/strong><\/h3>\n\n\n\nWe must stop seeing tradition as outdated. As Dr. Madhumita puts it, \u201cCalling it \u2018traditional\u2019 isn\u2019t enough. These practices work. They deserve to be part of the modern wellness conversation.\u201d<\/p>\n\n\n\n
South Asian skincare isn\u2019t just about glowing skin. It\u2019s about centuries of knowledge, passed lovingly through generations. It\u2019s about rituals that connect you to your roots. It\u2019s about balance, healing, and acceptance.<\/p>\n\n\n\n
In a world that is finally waking up to the importance of diversity and inclusivity in beauty, it\u2019s time to shine a light on these traditions not as exotic trends, but as meaningful, powerful systems of care.<\/p>\n\n\n\n
At Radiance, we\u2019re humbled to keep learning and to share stories that make beauty a little broader, deeper, and more representative of the world we live in. underrepresented.<\/p>\n\n\n\n
\u201cSouth Asian skincare is passed down as cultural knowledge,\u201d Dr. Madhumita explains. \u201cIt hasn\u2019t been globalized or standardized. Many of these ingredients may seem unfamiliar to those outside the culture. For instance, turmeric is well known in cooking, but its skincare benefits aren\u2019t as widely understood.\u201d<\/p>\n\n\n\n
She also points out the strategic success of K-beauty: \u201cKorean skincare marketed itself as a form of self-care\u2014through cute packaging, 10-step routines, and a focus on pampering. That made it relatable and aspirational.\u201d South Asian skincare, in contrast, hasn\u2019t had a global marketing platform or the same kind of repackaging.<\/p>\n\n\n\n
Representation Still Lags Behind<\/h3>\n\n\n\n
Ms. Narayanan also highlights another challenge: lack of representation. \u201cSouth Asians are often underrepresented in the skincare and beauty industry\u2014especially when it comes to foundation or concealer shades,\u201d she says. \u201cProducts often cater to concerns common in white skin, ignoring issues like hyperpigmentation or oily skin common in brown skin.\u201d<\/p>\n\n\n\n
Dr. Madhumita echoes this sentiment. \u201cThere\u2019s a risk of cultural appropriation when ingredients like turmeric are used without honoring the philosophy behind them. You can\u2019t isolate one part of the tradition and expect the same results. These remedies need to be backed by scientific research and packaged in ways that resonate with today\u2019s consumers while staying true to their roots.\u201d<\/p>\n\n\n\n
She also stresses the need for more South Asian influencers and models in skincare marketing. \u201cI remember when Bridgerton<\/em> was released, and it really shook things up. It made us realize how underrepresented we were in media. Before that, we just accepted that light-skinned, flawless models were the norm. But representation matters\u2014seeing skin like yours makes you feel seen, valued, and normal.\u201d<\/p>\n\n\n\nThe Emotional Connection to Skincare<\/h3>\n\n\n\n
Ms. Narayanan adds that caring for her skin helps her feel confident. \u201cDoing my makeup before uni makes me feel prepared, productive, and more in control. It\u2019s not just about fixing your skin\u2014it\u2019s about self-expression and self-care.\u201d<\/p>\n\n\n\n
Dr. Madhumita agrees. \u201cThere\u2019s growing interest in skincare that elevates your mood. The skin and brain originate from the same embryonic cells, so what we put on our skin can influence how we feel. South Asian skincare embraces the concept of balance\u2014not perfection. It promotes harmony, self-acceptance, and connection with nature. That aligns with the modern wellness movement.\u201d<\/p>\n\n\n\n
She believes it\u2019s time to move beyond seeing these practices as just \u2018traditional\u2019 or \u2018home remedies\u2019. \u201cThey work\u2014and they deserve to be studied, standardized, and shared on a global scale.\u201d<\/p>\n\n\n\n
South Asian skincare is more than turmeric face masks or ancient rituals\u2014it\u2019s a philosophy rooted in balance, cultural wisdom, and holistic well-being. As conversations around diversity, representation, and wellness grow louder, so too should the voices of communities whose practices have quietly shaped beauty for generations.<\/p>\n\n\n\n
At Radiance, we\u2019re continuing to learn\u2014and we hope this is just the beginning of a deeper, more inclusive skincare conversation.s to foundation and concealer shades etc. Typically, products targeting skin issues will generally target problems common in white skin, and will not take into account things like undertones, hyperpigmentation, oily skin as much.\u201d she says.<\/p>\n\n\n\n
Dr Madhumita shares a similar opinion towards representation of South Asians in the world of skincare.\u201d The problem is it’s not been standardized it’s not reviewed that’s to say that it’s not backed by a lot of scientific studies it’s more wisdom that’s been carried from generation to generation and sometimes what happens is there’s also a challenge of cultural appropriation.For example turmeric is taken out of context and then sort of just repackaged. But you can’t just take out one ingredient without sort of absorbing the philosophy of what South Asian skin care really means and what it could mean to your overall sort of health and wellbeing and if I mentioned, at the risk of sounding redundant, I believe that these practices weren’t taken seriously because it’s traditional It’s a home remedy.<\/p>\n\n\n\n
\u201cThey’ve worked but they need to be backed by studies and then we have to package them and make them innovative in a way that it is still relevant right because calling them as traditional is just not enough. We need to make sure that it stays true to its philosophy but at the same time caters to the needs of individuals when packaged.\u201d She also says that there is a lack of representation of South Asians among influencers and models for skincare as well.<\/p>\n\n\n\n
\u201c I remember when Bridgerton got released and, it really, sort of shook things up and that was when we sort of reflected. I think until then we didn’t even know that there was under representation. We just assumed that it was the norm, seeing light-skinned, perfect, individuals, influencers, people in the media, we just assumed that that’s the norm. And it never really struck that maybe there was a tiny voice inside of us saying, okay, no, people on screen don’t really look like me or, these influencers or models, they don’t look like me. I mean, they just don’t seem very relatable.<\/p>\n\n\n\n
\u201cSo when that happened, we sort of started asking the question, why am I not being represented on screen or why aren’t my concerns? And that sort of voice became louder. And I really believe that’s very important. We need to be loud and we need to be asking these questions because unless we see brown skin, textured real skin, unless we see it, we’re not going to know that our skin is all right just the way that it is.\u201d<\/p>\n\n\n\n
Ms Narayan who has also watched Bridgerton, agrees with the fact that there is underrepresentation of South asian models and influencers in the realm of skincare.\u201dI like being represented in the media, as it helps me gain an understanding of what works well with my skin tone, and what types of clothes and makeup suit me well based on things like undertones, face shapes, etc.\u201d<\/p>\n\n\n\n
Ms Narayanan says that she has grown to love her skin and doing skincare, hair care and make up makes her feel more confident. \u201cI just experimented with different products, and looked online, until I found a routine that worked for me, and made me feel better about my skin, made me feel happier with myself.By doing my makeup in the morning to go to uni, it makes me feel more prepared and confident, and in turn makes me more productive. If you care for yourself first, your skin and health will generally improve, and then creating a routine to target more specific issues would be the next step.\u201d <\/p>\n\n\n\n
Taking into account what Ms Narayanan said about how loving and taking care of her skin boosts her confidence, we asked Dr Madhumita why this happens She says,\u201d What is gaining a lot of importance right now is skin care that helps elevate your mood right because we’ve seen that the origin of the skin is from the same cells that gives rise to your brain right so we’ve seen skin care when applied to your skin can get absorbed and it in many ways elevate your mood<\/p>\n\n\n\n
\u201cSouth Asian skin care and South Asian health in general is viewed as a state of balance. It emphasizes balance not perfection and it emphasises acceptance and balance and prevention and aligning yourself with the wisdom of nature. So that aligns very very well with the wellness ideology that we’re growing comfortable with because we’ve realized that health cannot be seen in isolation, you can’t talk about one organ health and then sort of neglect the other you’re to be seen as a whole so that’s where I think traditional skin care practices have a role to play now and they should no longer be considered just traditional\u201d<\/p>\n\n\n\n
<\/p>\n\n\n\n<\/figure>\n\n\nInternational skincare<\/a>, <\/span>Skin health<\/a>, <\/span>Skincare<\/a>, <\/span>south asian<\/a><\/div>","protected":false},"excerpt":{"rendered":"At Radiance, we\u2019ve always prided ourselves on having a global perspective on skincare\u2014from local remedies to cutting-edge international products. But when we began exploring South Asian skincare, we quickly realized how little we truly knew. Dr. Monisha Madhumita, a consultant dermatologist who works primarily with individuals with skin of colour, describes South Asian skincare as […]<\/p>\n","protected":false},"author":169,"featured_media":525,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[90,130,24],"tags":[74,70,66,81],"class_list":["post-318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-advice-carousel","category-expert-advice-blog","category-home-blog","tag-international-skincare","tag-skin-health","tag-skincare","tag-south-asian"],"yoast_head":"\n
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Why Isn’t South Asian Skincare a Global Trend?<\/strong><\/h2>\n\n\n\nDespite its effectiveness, South Asian skincare hasn\u2019t captured the global imagination the way Korean or Japanese skincare has. There are several reasons for this, and marketing is a major one.<\/p>\n\n\n\n
\u201cKorean beauty, for example, found a gap in the market,\u201d says Dr. Madhumita. \u201cThey showed that skincare could be self-love, self-pampering. With cute packaging and ten-step routines, they made it aspirational.\u201d<\/p>\n\n\n\n
South Asian skincare, by contrast, has been quietly passed from generation to generation\u2014shared in stories, taught in family rituals, and seldom formalized into brands. Its familiarity within the culture has ironically made it feel \u2018too traditional\u2019 to be modernized or commercialized.<\/p>\n\n\n\n
\u201cThere\u2019s also the issue of perception,\u201d she adds. \u201cTake turmeric. In South Asia, it\u2019s a sacred, medicinal plant. But globally, it\u2019s often reduced to a trend\u2014turmeric lattes or yellow face masks\u2014without any understanding of the context.\u201d<\/p>\n\n\n\n
This disconnect between cultural meaning and global consumption can even lead to cultural appropriation, where the ingredient is stripped of its original philosophy and repackaged for profit.<\/p>\n\n\n\n
The Representation Gap in Beauty<\/strong><\/h2>\n\n\n\nAnother reason South Asian skincare hasn\u2019t gained traction? Lack of representation.<\/p>\n\n\n\n
\u201cI often feel like I\u2019m not the target audience,\u201d says Aditi. \u201cWhen I shop for makeup or skincare, I struggle to find foundation shades that match my undertones, or products that address oily skin and pigmentation together.\u201d<\/p>\n\n\n\n
And it\u2019s not just about the products\u2014it\u2019s about the people selling them.<\/p>\n\n\n\n
\u201cWe rarely see South Asian models or influencers in skincare marketing,\u201d says Dr. Madhumita. \u201cWhen Bridgerton<\/em> came out, it was a turning point. For the first time, we saw a South Asian woman as a romantic lead. It made people pause and say, \u2018Wait\u2014why haven\u2019t I seen someone like me before?\u2019\u201d<\/p>\n\n\n\nThat kind of visibility matters. It challenges long-held beauty standards and validates diverse experiences with skincare.<\/p>\n\n\n\n
\u201cRepresentation helps you feel seen,\u201d Aditi adds. \u201cIt gives you a reference point. It shows you that your skin tone, your features, your textures\u2014they\u2019re normal, even beautiful.\u201d<\/p>\n\n\n\n
More Than Skin Deep<\/strong><\/h2>\n\n\n\nAs our conversations continued, one thing became clear: South Asian skincare is about more than treating the skin\u2014it\u2019s about nurturing the self.<\/p>\n\n\n\n
\u201cDoing my makeup and skincare in the morning helps me feel more confident and prepared for the day,\u201d says Aditi. \u201cIt\u2019s not about covering flaws. It\u2019s about showing up for myself.\u201d<\/p>\n\n\n\n
Science is beginning to catch up with this idea. Dr. Madhumita points out that skin and brain cells share a developmental origin. \u201cThere\u2019s increasing evidence that what we apply to our skin can influence our mood,\u201d she says. \u201cCertain ingredients are even being studied for their impact on emotional wellbeing.\u201d<\/p>\n\n\n\n
This aligns perfectly with Ayurvedic principles, where health is viewed as a state of balance between body, mind, and environment.<\/p>\n\n\n\n
\u201cSouth Asian skincare isn\u2019t about perfection,\u201d she says. \u201cIt\u2019s about prevention, alignment with nature, and acceptance. That fits beautifully with today\u2019s wellness movement, where we\u2019re starting to see health as holistic\u2014not just the absence of disease.\u201d<\/p>\n\n\n\nAditi Narayanan(Left)<\/figcaption><\/figure>\n\n\n\nWhat Needs to Change?<\/strong><\/h2>\n\n\n\nIf South Asian skincare is going to take its rightful place on the global beauty stage, a few things need to happen.<\/p>\n\n\n\n
1. Scientific validation.<\/strong><\/h3>\n\n\n\nTraditional ingredients need to be studied and supported by modern research to build credibility without stripping them of cultural context.<\/p>\n\n\n\n
2. Culturally respectful branding.<\/strong><\/h3>\n\n\n\nBrands should honor the origins of the rituals they borrow from, rather than rebranding them for trendiness.<\/p>\n\n\n\n
3. Inclusive representation.<\/strong><\/h3>\n\n\n\nMore South Asian faces in skincare campaigns, more products tailored to melanin-rich skin, and more influencers sharing authentic stories.<\/p>\n\n\n\n
4. Reframing tradition.<\/strong><\/h3>\n\n\n\nWe must stop seeing tradition as outdated. As Dr. Madhumita puts it, \u201cCalling it \u2018traditional\u2019 isn\u2019t enough. These practices work. They deserve to be part of the modern wellness conversation.\u201d<\/p>\n\n\n\n
South Asian skincare isn\u2019t just about glowing skin. It\u2019s about centuries of knowledge, passed lovingly through generations. It\u2019s about rituals that connect you to your roots. It\u2019s about balance, healing, and acceptance.<\/p>\n\n\n\n
In a world that is finally waking up to the importance of diversity and inclusivity in beauty, it\u2019s time to shine a light on these traditions not as exotic trends, but as meaningful, powerful systems of care.<\/p>\n\n\n\n
At Radiance, we\u2019re humbled to keep learning and to share stories that make beauty a little broader, deeper, and more representative of the world we live in. underrepresented.<\/p>\n\n\n\n
\u201cSouth Asian skincare is passed down as cultural knowledge,\u201d Dr. Madhumita explains. \u201cIt hasn\u2019t been globalized or standardized. Many of these ingredients may seem unfamiliar to those outside the culture. For instance, turmeric is well known in cooking, but its skincare benefits aren\u2019t as widely understood.\u201d<\/p>\n\n\n\n
She also points out the strategic success of K-beauty: \u201cKorean skincare marketed itself as a form of self-care\u2014through cute packaging, 10-step routines, and a focus on pampering. That made it relatable and aspirational.\u201d South Asian skincare, in contrast, hasn\u2019t had a global marketing platform or the same kind of repackaging.<\/p>\n\n\n\n
Representation Still Lags Behind<\/h3>\n\n\n\n
Ms. Narayanan also highlights another challenge: lack of representation. \u201cSouth Asians are often underrepresented in the skincare and beauty industry\u2014especially when it comes to foundation or concealer shades,\u201d she says. \u201cProducts often cater to concerns common in white skin, ignoring issues like hyperpigmentation or oily skin common in brown skin.\u201d<\/p>\n\n\n\n
Dr. Madhumita echoes this sentiment. \u201cThere\u2019s a risk of cultural appropriation when ingredients like turmeric are used without honoring the philosophy behind them. You can\u2019t isolate one part of the tradition and expect the same results. These remedies need to be backed by scientific research and packaged in ways that resonate with today\u2019s consumers while staying true to their roots.\u201d<\/p>\n\n\n\n
She also stresses the need for more South Asian influencers and models in skincare marketing. \u201cI remember when Bridgerton<\/em> was released, and it really shook things up. It made us realize how underrepresented we were in media. Before that, we just accepted that light-skinned, flawless models were the norm. But representation matters\u2014seeing skin like yours makes you feel seen, valued, and normal.\u201d<\/p>\n\n\n\nThe Emotional Connection to Skincare<\/h3>\n\n\n\n
Ms. Narayanan adds that caring for her skin helps her feel confident. \u201cDoing my makeup before uni makes me feel prepared, productive, and more in control. It\u2019s not just about fixing your skin\u2014it\u2019s about self-expression and self-care.\u201d<\/p>\n\n\n\n
Dr. Madhumita agrees. \u201cThere\u2019s growing interest in skincare that elevates your mood. The skin and brain originate from the same embryonic cells, so what we put on our skin can influence how we feel. South Asian skincare embraces the concept of balance\u2014not perfection. It promotes harmony, self-acceptance, and connection with nature. That aligns with the modern wellness movement.\u201d<\/p>\n\n\n\n
She believes it\u2019s time to move beyond seeing these practices as just \u2018traditional\u2019 or \u2018home remedies\u2019. \u201cThey work\u2014and they deserve to be studied, standardized, and shared on a global scale.\u201d<\/p>\n\n\n\n
South Asian skincare is more than turmeric face masks or ancient rituals\u2014it\u2019s a philosophy rooted in balance, cultural wisdom, and holistic well-being. As conversations around diversity, representation, and wellness grow louder, so too should the voices of communities whose practices have quietly shaped beauty for generations.<\/p>\n\n\n\n
At Radiance, we\u2019re continuing to learn\u2014and we hope this is just the beginning of a deeper, more inclusive skincare conversation.s to foundation and concealer shades etc. Typically, products targeting skin issues will generally target problems common in white skin, and will not take into account things like undertones, hyperpigmentation, oily skin as much.\u201d she says.<\/p>\n\n\n\n
Dr Madhumita shares a similar opinion towards representation of South Asians in the world of skincare.\u201d The problem is it’s not been standardized it’s not reviewed that’s to say that it’s not backed by a lot of scientific studies it’s more wisdom that’s been carried from generation to generation and sometimes what happens is there’s also a challenge of cultural appropriation.For example turmeric is taken out of context and then sort of just repackaged. But you can’t just take out one ingredient without sort of absorbing the philosophy of what South Asian skin care really means and what it could mean to your overall sort of health and wellbeing and if I mentioned, at the risk of sounding redundant, I believe that these practices weren’t taken seriously because it’s traditional It’s a home remedy.<\/p>\n\n\n\n
\u201cThey’ve worked but they need to be backed by studies and then we have to package them and make them innovative in a way that it is still relevant right because calling them as traditional is just not enough. We need to make sure that it stays true to its philosophy but at the same time caters to the needs of individuals when packaged.\u201d She also says that there is a lack of representation of South Asians among influencers and models for skincare as well.<\/p>\n\n\n\n
\u201c I remember when Bridgerton got released and, it really, sort of shook things up and that was when we sort of reflected. I think until then we didn’t even know that there was under representation. We just assumed that it was the norm, seeing light-skinned, perfect, individuals, influencers, people in the media, we just assumed that that’s the norm. And it never really struck that maybe there was a tiny voice inside of us saying, okay, no, people on screen don’t really look like me or, these influencers or models, they don’t look like me. I mean, they just don’t seem very relatable.<\/p>\n\n\n\n
\u201cSo when that happened, we sort of started asking the question, why am I not being represented on screen or why aren’t my concerns? And that sort of voice became louder. And I really believe that’s very important. We need to be loud and we need to be asking these questions because unless we see brown skin, textured real skin, unless we see it, we’re not going to know that our skin is all right just the way that it is.\u201d<\/p>\n\n\n\n
Ms Narayan who has also watched Bridgerton, agrees with the fact that there is underrepresentation of South asian models and influencers in the realm of skincare.\u201dI like being represented in the media, as it helps me gain an understanding of what works well with my skin tone, and what types of clothes and makeup suit me well based on things like undertones, face shapes, etc.\u201d<\/p>\n\n\n\n
Ms Narayanan says that she has grown to love her skin and doing skincare, hair care and make up makes her feel more confident. \u201cI just experimented with different products, and looked online, until I found a routine that worked for me, and made me feel better about my skin, made me feel happier with myself.By doing my makeup in the morning to go to uni, it makes me feel more prepared and confident, and in turn makes me more productive. If you care for yourself first, your skin and health will generally improve, and then creating a routine to target more specific issues would be the next step.\u201d <\/p>\n\n\n\n
Taking into account what Ms Narayanan said about how loving and taking care of her skin boosts her confidence, we asked Dr Madhumita why this happens She says,\u201d What is gaining a lot of importance right now is skin care that helps elevate your mood right because we’ve seen that the origin of the skin is from the same cells that gives rise to your brain right so we’ve seen skin care when applied to your skin can get absorbed and it in many ways elevate your mood<\/p>\n\n\n\n
\u201cSouth Asian skin care and South Asian health in general is viewed as a state of balance. It emphasizes balance not perfection and it emphasises acceptance and balance and prevention and aligning yourself with the wisdom of nature. So that aligns very very well with the wellness ideology that we’re growing comfortable with because we’ve realized that health cannot be seen in isolation, you can’t talk about one organ health and then sort of neglect the other you’re to be seen as a whole so that’s where I think traditional skin care practices have a role to play now and they should no longer be considered just traditional\u201d<\/p>\n\n\n\n
<\/p>\n\n\n\n<\/figure>\n\n\nInternational skincare<\/a>, <\/span>Skin health<\/a>, <\/span>Skincare<\/a>, <\/span>south asian<\/a><\/div>","protected":false},"excerpt":{"rendered":"At Radiance, we\u2019ve always prided ourselves on having a global perspective on skincare\u2014from local remedies to cutting-edge international products. But when we began exploring South Asian skincare, we quickly realized how little we truly knew. Dr. Monisha Madhumita, a consultant dermatologist who works primarily with individuals with skin of colour, describes South Asian skincare as […]<\/p>\n","protected":false},"author":169,"featured_media":525,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[90,130,24],"tags":[74,70,66,81],"class_list":["post-318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-advice-carousel","category-expert-advice-blog","category-home-blog","tag-international-skincare","tag-skin-health","tag-skincare","tag-south-asian"],"yoast_head":"\n
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Another reason South Asian skincare hasn\u2019t gained traction? Lack of representation.<\/p>\n\n\n\n
\u201cI often feel like I\u2019m not the target audience,\u201d says Aditi. \u201cWhen I shop for makeup or skincare, I struggle to find foundation shades that match my undertones, or products that address oily skin and pigmentation together.\u201d<\/p>\n\n\n\n
And it\u2019s not just about the products\u2014it\u2019s about the people selling them.<\/p>\n\n\n\n
\u201cWe rarely see South Asian models or influencers in skincare marketing,\u201d says Dr. Madhumita. \u201cWhen Bridgerton<\/em> came out, it was a turning point. For the first time, we saw a South Asian woman as a romantic lead. It made people pause and say, \u2018Wait\u2014why haven\u2019t I seen someone like me before?\u2019\u201d<\/p>\n\n\n\n That kind of visibility matters. It challenges long-held beauty standards and validates diverse experiences with skincare.<\/p>\n\n\n\n \u201cRepresentation helps you feel seen,\u201d Aditi adds. \u201cIt gives you a reference point. It shows you that your skin tone, your features, your textures\u2014they\u2019re normal, even beautiful.\u201d<\/p>\n\n\n\n As our conversations continued, one thing became clear: South Asian skincare is about more than treating the skin\u2014it\u2019s about nurturing the self.<\/p>\n\n\n\n \u201cDoing my makeup and skincare in the morning helps me feel more confident and prepared for the day,\u201d says Aditi. \u201cIt\u2019s not about covering flaws. It\u2019s about showing up for myself.\u201d<\/p>\n\n\n\n Science is beginning to catch up with this idea. Dr. Madhumita points out that skin and brain cells share a developmental origin. \u201cThere\u2019s increasing evidence that what we apply to our skin can influence our mood,\u201d she says. \u201cCertain ingredients are even being studied for their impact on emotional wellbeing.\u201d<\/p>\n\n\n\n This aligns perfectly with Ayurvedic principles, where health is viewed as a state of balance between body, mind, and environment.<\/p>\n\n\n\n \u201cSouth Asian skincare isn\u2019t about perfection,\u201d she says. \u201cIt\u2019s about prevention, alignment with nature, and acceptance. That fits beautifully with today\u2019s wellness movement, where we\u2019re starting to see health as holistic\u2014not just the absence of disease.\u201d<\/p>\n\n\n\n If South Asian skincare is going to take its rightful place on the global beauty stage, a few things need to happen.<\/p>\n\n\n\n Traditional ingredients need to be studied and supported by modern research to build credibility without stripping them of cultural context.<\/p>\n\n\n\n Brands should honor the origins of the rituals they borrow from, rather than rebranding them for trendiness.<\/p>\n\n\n\n More South Asian faces in skincare campaigns, more products tailored to melanin-rich skin, and more influencers sharing authentic stories.<\/p>\n\n\n\n We must stop seeing tradition as outdated. As Dr. Madhumita puts it, \u201cCalling it \u2018traditional\u2019 isn\u2019t enough. These practices work. They deserve to be part of the modern wellness conversation.\u201d<\/p>\n\n\n\n South Asian skincare isn\u2019t just about glowing skin. It\u2019s about centuries of knowledge, passed lovingly through generations. It\u2019s about rituals that connect you to your roots. It\u2019s about balance, healing, and acceptance.<\/p>\n\n\n\n In a world that is finally waking up to the importance of diversity and inclusivity in beauty, it\u2019s time to shine a light on these traditions not as exotic trends, but as meaningful, powerful systems of care.<\/p>\n\n\n\n At Radiance, we\u2019re humbled to keep learning and to share stories that make beauty a little broader, deeper, and more representative of the world we live in. underrepresented.<\/p>\n\n\n\n \u201cSouth Asian skincare is passed down as cultural knowledge,\u201d Dr. Madhumita explains. \u201cIt hasn\u2019t been globalized or standardized. Many of these ingredients may seem unfamiliar to those outside the culture. For instance, turmeric is well known in cooking, but its skincare benefits aren\u2019t as widely understood.\u201d<\/p>\n\n\n\n She also points out the strategic success of K-beauty: \u201cKorean skincare marketed itself as a form of self-care\u2014through cute packaging, 10-step routines, and a focus on pampering. That made it relatable and aspirational.\u201d South Asian skincare, in contrast, hasn\u2019t had a global marketing platform or the same kind of repackaging.<\/p>\n\n\n\n Ms. Narayanan also highlights another challenge: lack of representation. \u201cSouth Asians are often underrepresented in the skincare and beauty industry\u2014especially when it comes to foundation or concealer shades,\u201d she says. \u201cProducts often cater to concerns common in white skin, ignoring issues like hyperpigmentation or oily skin common in brown skin.\u201d<\/p>\n\n\n\n Dr. Madhumita echoes this sentiment. \u201cThere\u2019s a risk of cultural appropriation when ingredients like turmeric are used without honoring the philosophy behind them. You can\u2019t isolate one part of the tradition and expect the same results. These remedies need to be backed by scientific research and packaged in ways that resonate with today\u2019s consumers while staying true to their roots.\u201d<\/p>\n\n\n\n She also stresses the need for more South Asian influencers and models in skincare marketing. \u201cI remember when Bridgerton<\/em> was released, and it really shook things up. It made us realize how underrepresented we were in media. Before that, we just accepted that light-skinned, flawless models were the norm. But representation matters\u2014seeing skin like yours makes you feel seen, valued, and normal.\u201d<\/p>\n\n\n\n Ms. Narayanan adds that caring for her skin helps her feel confident. \u201cDoing my makeup before uni makes me feel prepared, productive, and more in control. It\u2019s not just about fixing your skin\u2014it\u2019s about self-expression and self-care.\u201d<\/p>\n\n\n\n Dr. Madhumita agrees. \u201cThere\u2019s growing interest in skincare that elevates your mood. The skin and brain originate from the same embryonic cells, so what we put on our skin can influence how we feel. South Asian skincare embraces the concept of balance\u2014not perfection. It promotes harmony, self-acceptance, and connection with nature. That aligns with the modern wellness movement.\u201d<\/p>\n\n\n\n She believes it\u2019s time to move beyond seeing these practices as just \u2018traditional\u2019 or \u2018home remedies\u2019. \u201cThey work\u2014and they deserve to be studied, standardized, and shared on a global scale.\u201d<\/p>\n\n\n\n South Asian skincare is more than turmeric face masks or ancient rituals\u2014it\u2019s a philosophy rooted in balance, cultural wisdom, and holistic well-being. As conversations around diversity, representation, and wellness grow louder, so too should the voices of communities whose practices have quietly shaped beauty for generations.<\/p>\n\n\n\n At Radiance, we\u2019re continuing to learn\u2014and we hope this is just the beginning of a deeper, more inclusive skincare conversation.s to foundation and concealer shades etc. Typically, products targeting skin issues will generally target problems common in white skin, and will not take into account things like undertones, hyperpigmentation, oily skin as much.\u201d she says.<\/p>\n\n\n\n Dr Madhumita shares a similar opinion towards representation of South Asians in the world of skincare.\u201d The problem is it’s not been standardized it’s not reviewed that’s to say that it’s not backed by a lot of scientific studies it’s more wisdom that’s been carried from generation to generation and sometimes what happens is there’s also a challenge of cultural appropriation.For example turmeric is taken out of context and then sort of just repackaged. But you can’t just take out one ingredient without sort of absorbing the philosophy of what South Asian skin care really means and what it could mean to your overall sort of health and wellbeing and if I mentioned, at the risk of sounding redundant, I believe that these practices weren’t taken seriously because it’s traditional It’s a home remedy.<\/p>\n\n\n\n \u201cThey’ve worked but they need to be backed by studies and then we have to package them and make them innovative in a way that it is still relevant right because calling them as traditional is just not enough. We need to make sure that it stays true to its philosophy but at the same time caters to the needs of individuals when packaged.\u201d She also says that there is a lack of representation of South Asians among influencers and models for skincare as well.<\/p>\n\n\n\n \u201c I remember when Bridgerton got released and, it really, sort of shook things up and that was when we sort of reflected. I think until then we didn’t even know that there was under representation. We just assumed that it was the norm, seeing light-skinned, perfect, individuals, influencers, people in the media, we just assumed that that’s the norm. And it never really struck that maybe there was a tiny voice inside of us saying, okay, no, people on screen don’t really look like me or, these influencers or models, they don’t look like me. I mean, they just don’t seem very relatable.<\/p>\n\n\n\n \u201cSo when that happened, we sort of started asking the question, why am I not being represented on screen or why aren’t my concerns? And that sort of voice became louder. And I really believe that’s very important. We need to be loud and we need to be asking these questions because unless we see brown skin, textured real skin, unless we see it, we’re not going to know that our skin is all right just the way that it is.\u201d<\/p>\n\n\n\n Ms Narayan who has also watched Bridgerton, agrees with the fact that there is underrepresentation of South asian models and influencers in the realm of skincare.\u201dI like being represented in the media, as it helps me gain an understanding of what works well with my skin tone, and what types of clothes and makeup suit me well based on things like undertones, face shapes, etc.\u201d<\/p>\n\n\n\n Ms Narayanan says that she has grown to love her skin and doing skincare, hair care and make up makes her feel more confident. \u201cI just experimented with different products, and looked online, until I found a routine that worked for me, and made me feel better about my skin, made me feel happier with myself.By doing my makeup in the morning to go to uni, it makes me feel more prepared and confident, and in turn makes me more productive. If you care for yourself first, your skin and health will generally improve, and then creating a routine to target more specific issues would be the next step.\u201d <\/p>\n\n\n\n Taking into account what Ms Narayanan said about how loving and taking care of her skin boosts her confidence, we asked Dr Madhumita why this happens She says,\u201d What is gaining a lot of importance right now is skin care that helps elevate your mood right because we’ve seen that the origin of the skin is from the same cells that gives rise to your brain right so we’ve seen skin care when applied to your skin can get absorbed and it in many ways elevate your mood<\/p>\n\n\n\n \u201cSouth Asian skin care and South Asian health in general is viewed as a state of balance. It emphasizes balance not perfection and it emphasises acceptance and balance and prevention and aligning yourself with the wisdom of nature. So that aligns very very well with the wellness ideology that we’re growing comfortable with because we’ve realized that health cannot be seen in isolation, you can’t talk about one organ health and then sort of neglect the other you’re to be seen as a whole so that’s where I think traditional skin care practices have a role to play now and they should no longer be considered just traditional\u201d<\/p>\n\n\n\n <\/p>\n\n\n\n At Radiance, we\u2019ve always prided ourselves on having a global perspective on skincare\u2014from local remedies to cutting-edge international products. But when we began exploring South Asian skincare, we quickly realized how little we truly knew. Dr. Monisha Madhumita, a consultant dermatologist who works primarily with individuals with skin of colour, describes South Asian skincare as […]<\/p>\n","protected":false},"author":169,"featured_media":525,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[90,130,24],"tags":[74,70,66,81],"class_list":["post-318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-advice-carousel","category-expert-advice-blog","category-home-blog","tag-international-skincare","tag-skin-health","tag-skincare","tag-south-asian"],"yoast_head":"\nMore Than Skin Deep<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/radiancemag.co.uk\/wp-content\/uploads\/sites\/48\/2025\/05\/1000046902-1005x1024.jpg\")
What Needs to Change?<\/strong><\/h2>\n\n\n\n
1. Scientific validation.<\/strong><\/h3>\n\n\n\n
2. Culturally respectful branding.<\/strong><\/h3>\n\n\n\n
3. Inclusive representation.<\/strong><\/h3>\n\n\n\n
4. Reframing tradition.<\/strong><\/h3>\n\n\n\n
Representation Still Lags Behind<\/h3>\n\n\n\n
The Emotional Connection to Skincare<\/h3>\n\n\n\n
![\"\"](\"https:\/\/radiancemag.co.uk\/wp-content\/uploads\/sites\/48\/2025\/05\/UPDATED-MEET-THE-EXPERT-BOX-1024x576.jpg\")
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