The South Asian market is bursting with energy, culture, and creativity — but carving out a truly standout position requires more than just being “Desi” or “inclusive.” Here’s how some of the hottest Desi brands can evolve and secure their space long-term:
1. Kulfi Beauty
Current Strength: Bold, vibrant, culturally rooted makeup that truly serves brown skin.
Opportunity: Kulfi can lean further into storytelling that goes beyond color matching — highlighting real-life South Asian experiences, celebrations, and challenges. By integrating community-driven content like authentic user stories and co-created collections, they can deepen emotional bonds and move from a product brand to a culture brand. Think: “Kulfi is not just makeup; it’s a celebration of your identity every day.”
2. Live Tinted
Current Strength: Groundbreaking in melanin-first skincare and makeup, with a strong social mission.
Opportunity: Live Tinted can sharpen its wellness narrative to fuse skincare with mental health and self-love, a rising trend. By positioning as a holistic beauty + self-care brand that addresses mind, skin, and culture together, they’d expand their audience and tap into Gen Z’s desire for authentic self-care rituals.
3. Arrae
Current Strength: Science-backed supplements with a soft, wellness-focused vibe.
Opportunity: Arrae could integrate more culturally specific wellness stories and remedies — blending Ayurveda or traditional South Asian wellness wisdom with modern science. This approach would differentiate them from generic wellness brands and resonate deeply with Desi consumers craving both heritage and efficacy.
4. Fable & Mane
Current Strength: Rich Ayurvedic storytelling and luxurious haircare.
Opportunity: While their storytelling is poetic, they can add a more accessible, community-centered layer — like tutorials, user-generated rituals, and educational content on Ayurveda. This would help demystify Ayurveda for younger, less initiated customers and create a welcoming space for haircare novice
5. Brown Girl Therapy
Current Strength: Compassionate, culturally aware mental health advocacy.
Opportunity: Brown Girl Therapy can evolve by positioning as a bridge brand — offering not just conversations but tangible resources like guided workshops, journaling tools, and community support groups tailored for South Asian women navigating mental health. This shifts from a content brand to a transformational mental wellness hub.
How Boss Beti Fits into This Landscape
As a South Asian marketing, copywriting, and branding strategist, Boss Beti is uniquely positioned to help these brands level up their voice and strategy. From stripping away surface-level “ethnic” messaging to crafting culturally nuanced, strategy-backed storytelling, Boss Beti empowers brands to:
- Speak directly to their audience’s lived experience
- Build confident, authentic brand voices that sell
- Create messaging pillars that withstand trends and speak to heritage
- Position with clarity in crowded markets
The future of South Asian brands is not just about representation — it’s about relevance and resonance. And that’s where strategy and storytelling come together to create brands that don’t just exist but thrive.
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