✅ Brand Name: Kulfi Beauty

📊 Target Demographics:

• Age: 18–34
• Gender: Primarily women, inclusive of all identities
• Geography: US, Canada, UK (urban South Asian diaspora)
• Psychographics: Beauty lovers craving cultural inclusivity, representation, and play
• Socioeconomic: Middle-class to upper-middle-class, digitally fluent

🧭 Mission Statement:
To celebrate South Asian beauty and culture with makeup that’s fun, expressive, and made for our skin tones.

🌟 Vision Statement:
To become the go-to global beauty brand for South Asians, creating joyful spaces that honor heritage and self-expression.

💎 Core Values:

• Celebration of culture
• Joyful self-expression
• Inclusivity & representation
• Clean, conscious beauty
• Community-driven creation

🧠 Brand Personality:
Playful, bold, unapologetically Desi, like your cool older cousin who knows all the best memes and shade names.

🔖 One-Sentence Positioning Statement:
Kulfi Beauty is where Desi culture meets high-performance beauty — no more mixing foundations or settling for shades that don’t see you.

🎯 Value Proposition:
Kulfi creates makeup that understands the undertones, needs, and identities of South Asians — while serving joy, representation, and pigment that actually pops.

💬 Tagline:
“Beauty for Brown Skin” (also uses: “Unapologetically Brown” and “South Asian AF” across brand merch and campaigns)

📢 Messaging Pillars:

• South Asian representation in beauty
• Celebrating heritage without cliché
• High-performance, inclusive formulas
• Community storytelling & creator-led campaigns

📖 Brand Story:
Kulfi was born out of founder Priyanka Ganjoo’s frustration with never finding makeup that matched her skin tone or reflected her identity. A former beauty industry insider, she created a brand that centers the vibrancy, fun, and chaos of South Asian culture — not as a stereotype, but as a strength. Kulfi is as much about community as it is about color — building a space where South Asian women feel seen and hyped.

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✅ Brand Name: Live Tinted

📊 Target Demographics:

• Age: 20–40
• Primarily South Asian and BIPOC women
• US, UK, Canada, India (urban diasporic)
• Seeks confidence, skin harmony, and culture-forward beauty
• Mid-to-high income, digital-first

🧭 Mission Statement:
To champion multicultural beauty with products that empower everyone to be seen and celebrated.

🌟 Vision Statement:
To redefine beauty standards by honoring every hue, undertone, and cultural identity.

💎 Core Values:

• Representation matters
• Skincare + self-love
• Color correction as confidence
• BIPOC-first innovation
• Community as compass

🧠 Brand Personality:
Empowering, nurturing, wise but warm — like that friend who always shows up with under-eye patches and pep talks.

🔖 One-Sentence Positioning Statement:
Live Tinted is beauty reimagined by and for people of color — creating skincare and makeup solutions that feel personal, not performative.

🎯 Value Proposition:
Live Tinted tackles real skin concerns for melanated skin while doubling as a cultural movement grounded in education, visibility, and empowerment.

💬 Tagline:
“Tinted and Proud” / “For Every Hue”

📢 Messaging Pillars:

• Melanin-first skincare innovation
• Representation in every product
• Real people, real stories
• Wellness + identity fused

📖 Brand Story:
Founded by beauty influencer and activist Deepica Mutyala, Live Tinted started as a storytelling platform and grew into a beauty brand that reflected those stories. From the viral red lipstick color corrector to full skincare, Live Tinted centers people of color — not as an afterthought, but as the main character.

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✅ Brand Name: Arrae

📊 Target Demographics:

• Age: 22–38
• Women, especially South Asian & wellness-focused
• US, Canada
• Urban, holistic, anxiety-conscious
• High-income, Instagram-savvy, conscious consumers

🧭 Mission Statement:
To create natural, effective wellness tools that empower women to feel their best every day.

🌟 Vision Statement:
To become a wellness brand that blends science with softness — helping women take care of their gut, their mood, and their minds.

💎 Core Values:

• Science-backed wellness
• Minimalism that heals
• Transparency
• Female empowerment
• Inner + outer harmony

🧠 Brand Personality:
Soft girl wellness meets Desi discipline — calm, clear, and curated, like your Ayurvedic bff with a supplement shelf.

🔖 One-Sentence Positioning Statement:
Arrae gives modern women the natural, bloat-busting, stress-soothing support they deserve, without compromising on beauty or efficacy.

🎯 Value Proposition:
Arrae creates targeted, non-toxic supplements that make wellness feel easy, elegant, and effective — with real results for anxious, bloated, or burnt-out women.

💬 Tagline:
“Feel your best, naturally.”

📢 Messaging Pillars:

• Wellness without overwhelm
• Women-first science
• Transparency over trends
• Mind-body balance

📖 Brand Story:
Arrae was co-founded by Nish and Siff Haider after Siff struggled with anxiety and gut issues and felt let down by the healthcare system. They built Arrae to fill that gap — blending the scientific with the soulful. The brand quickly grew through podcast buzz, influencer loyalty, and a strong “soft life” aesthetic that resonated with women of color in the wellness world.

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✅ Brand Name: Fable & Mane

📊 Target Demographics:

• Age: 25–45
• Women (and increasingly men) with textured or damaged hair
• Global South Asians + clean beauty lovers
• Heritage-driven, spiritual consumers
• Upper-middle class, conscious luxury

🧭 Mission Statement:
To nurture hair and soul through ancient Indian rituals and modern clean beauty.

🌟 Vision Statement:
To be the global leader in Ayurveda-inspired hair wellness.

💎 Core Values:

• Tradition meets transformation
• Plant-powered healing
• Storytelling through scent and ritual
• Conscious luxury
• Giving back to the wild

🧠 Brand Personality:
Rooted, poetic, luxe — your nani’s secrets bottled by a globe-trotting storyteller.

🔖 One-Sentence Positioning Statement:
Fable & Mane is a hair wellness brand inspired by Indian rituals and rooted in conscious care — ancient wisdom, modern magic.

🎯 Value Proposition:
They offer effective, indulgent haircare rooted in Ayurvedic botanicals, while weaving purpose into every purchase via tiger conservation and cultural storytelling.

💬 Tagline:
“Care for your hair, care for your roots.”

📢 Messaging Pillars:

• Ayurveda for everyone
• Rituals, not routines
• Ancestral roots, modern shine
• Beauty with biodiversity

📖 Brand Story:
Founded by siblings Akash and Nikita Mehta, Fable & Mane began as an homage to their grandmother’s hair oiling rituals. The brand weaves together their South Asian heritage and luxury wellness values, while also donating to wildlife causes in India. It’s haircare that feels sacred — a true ritual of remembrance.

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✅ Brand Name: Brown Girl Therapy

📊 Target Demographics:

• Age: 18–35
• South Asian daughters of immigrants
• US, UK, Canada
• Psychographics: introspective, culture-conscious, mental health-aware
• Budget-conscious but values emotional education

🧭 Mission Statement:
To normalize mental health conversations in South Asian communities through relatable storytelling and accessible education.

🌟 Vision Statement:
To dismantle intergenerational silence around mental health and empower Desis to heal out loud.

💎 Core Values:

• Healing is cultural
• Vulnerability is strength
• Decolonizing mental health
• Storytelling as survival
• Compassion + clarity

🧠 Brand Personality:
Soft, introspective, and deeply wise — like that friend who always texts “you don’t owe anyone your peace.”

🔖 One-Sentence Positioning Statement:
Brown Girl Therapy is a mental health space for Desis navigating identity, generational trauma, and the messy beauty of healing.

🎯 Value Proposition:
Through content, community, and deep empathy, Brown Girl Therapy gives Desi women the tools and language to name their pain and reclaim their story.

💬 Tagline:
“Because healing is for us too.”

📢 Messaging Pillars:

• Mental health in Desi families
• Identity, shame & boundaries
• Therapy-adjacent education
• Immigrant daughter realities

📖 Brand Story:
Founded by Sahaj Kaur Kohli, a mental health advocate and therapist-in-training, BGT was created because there was no space that held space for women like her. From IG posts to workshops and global panels, Brown Girl Therapy has built a safe digital sanctuary for thousands of Desi women to feel seen in their healing journey.

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🌟 Brand Deep Dive: Boss Beti

✅ Brand Name: Boss Beti

📊 Target Demographics:

• Age: 21–38
• South Asian women and femme-identifying creators, founders, and marketers
• Geography: US, UK, Canada, Australia, NZ, and India
• Solo business owners, early-stage startups, mental health advocates, service-based founders
• Psychographics: Culturally proud, purpose-led, brand-conscious
• Income: Early-stage to growth-phase entrepreneurs

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🧭 Mission Statement:

To help South Asian women-led brands show up, stand out, and sell — with powerful words and culturally-rooted strategy.

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🌟 Vision Statement:

To become the go-to creative house for unapologetic South Asian brand builders worldwide.

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💎 Core Values:

• Strategic storytelling > empty aesthetics
• Culture is not a trend — it’s our power
• Words matter — voice is your brand
• Representation through clarity, not chaos
• Built by a beti, for every beti

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🧠 Brand Personality:

Smart, fiery, creative, unapologetically Desi — the chai-sipping strategist who reads your copy and says, “Girl, this ain’t it — let’s fix it.”

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🔖 One-Sentence Positioning Statement:

Boss Beti is a South Asian creative and copywriting studio that turns your messy brand thoughts into magnetic messaging rooted in strategy and sass.

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🎯 Value Proposition:

Boss Beti helps South Asian entrepreneurs and brands craft authentic messaging, clear positioning, and powerful brand stories — no fluff, just fire.

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💬 Tagline:

“Built by a beti, for bold brands.”

Other alternates:

• “Branding with brains and brown girl magic.”
• “Where copy meets culture.”

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📢 Messaging Pillars:

1. Cultural Relevance Without Cliché – No spice puns here; we build authentic brand voice grounded in heritage.
2. Story-Driven Strategy – Strategy is the scaffolding; your story is the showstopper.
3. Copy That Converts, Not Just Claps – Words should sell, not just sound pretty.
4. Empowering South Asian Founders – Supporting betis in business who are rewriting the narrative.

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📖 Brand Story:

Boss Beti was born from frustration — watching South Asian brands get boxed into “ethnic aesthetics” or watered-down identities. Anisha (me), a copywriter and branding expert, launched Boss Beti to flip the script. This isn’t just a service — it’s a mission to elevate Desi voices in the creative and startup world with real strategy, spicy storytelling, and no performative nonsense. Whether it’s a Gen Z mental health collective or a cultural beauty brand, Boss Beti brings clarity and voice to the boldest brands in the room.

🔍 Brand Comparison: Boss Beti vs Top Desi Brands

Brand Name	Industry	Target Audience	Brand Personality	Positioning Statement
Boss Beti	Marketing/Branding	South Asian Gen Z & Millennial women-led brands	Bold, strategic, empowering	A South Asian creative agency rewriting brand stories through unapologetic strategy & copy.
Kulfi Beauty	Beauty	South Asian women, 18–34, creative, diaspora	Playful, proud, vibrant	Desi culture meets pigment-rich beauty — no more mixing, no more erasure.
Live Tinted	Beauty/Skincare	Melanin-rich women, 20–40	Nurturing, grounded	Reimagined beauty for every hue, from community-first innovation to color confidence.
Arrae	Wellness	Women seeking holistic healing & ease	Calm, intentional, luxe	Elegant, science-backed supplements for women who want control without chaos.
Fable & Mane	Haircare	Culturally rooted, conscious consumers	Ancestral, poetic	Hair rituals inspired by Indian roots — heritage in every drop.
Brown Girl Therapy	Mental Health	Immigrant daughters, introspective thinkers	Gentle, empathetic	A healing hub for South Asian women navigating identity, family, and growth.