These Indian beauty brands are proving that inclusivity is more than just a trend

From adaptive design to inclusive marketing, international giants like Rare Beauty and Fenty Beauty have proven that beauty truly is for everyone. Whether it’s Fenty’s game-changing foundation range or Rare Beauty’s accessible packaging, these inclusive brands have set new global standards for diversity. And India isn’t just following suit—it’s redefining the game.

A new wave of Indian beauty brands is making inclusivity their core identity. Whether it’s by collaborating with marginalised artists, creating packaging that’s accessible to people with disabilities, or developing shades and formulas that cater to the full spectrum of Indian skin tones, these brands are walking the talk. For them, inclusivity isn’t just about being seen—it’s about being heard, represented, and celebrated. Here are five Indian trailblazers making beauty more authentic, accessible, and for the people.

iBaeuty

iBaeuty is reimagining beauty as something truly for everyone—easy to use, easy to access, and easy to love. Their disability-friendly packaging is a game-changer, with pump dispensers, magnetic closures, and tactile markers that make applying makeup simpler for people with dexterity limitations or visual challenges. Even their website is designed with accessibility in mind, featuring larger, high-contrast fonts and screen-reader compatibility.

But they’re not just focused on packaging. iBaeuty’s formulations are dermatologist-approved, gender-inclusive, and created to suit a diverse range of Indian skin tones. When customers felt that a particular shade in their Tintsome Massaging Serum range wasn’t working, the brand didn’t just tweak it—they discontinued it entirely, proving that they’re willing to listen, adapt, and make bold decisions in the name of true inclusivity.

Asa Beauty

 

Asa Beauty is bringing a splash of luxury to inclusive beauty with its sleek, sustainable products designed for real Indian skin. Their Radiant Ruby lipstick—a rich, bold red—was fine-tuned through direct customer feedback to flatter every Indian undertone. It’s proof that asa doesn’t just cater to diversity; it co-creates with it. Their complexion products also come in flexible, buildable formulas that blend effortlessly into deeper skin tones, avoiding the ashy or greyish cast that plagues many “universal” shades.

Even their eco-friendly, refillable packaging isn’t just about going green; it’s about making beauty more accessible. Their ergonomic designs make products easier to grip, and their sleek, snap-on refills are as effortless as they are stylish. “We treat consumer feedback like a blueprint,” says the team at asa, showing just how deeply their customers shape their brand.

Indē Wild

 

Indē Wild is making Ayurvedic beauty feel fresh, fierce, and undeniably cool. Their latest launch, the Coffee DLT (Dewy Lip Treatment), is designed with brown skin in mind—a rich, espresso-toned tint that enhances deeper complexions without looking washed out. Infused with nourishing ingredients, it hydrates, plumps, and leaves a glossy sheen, proving that lip care can be as indulgent as it is inclusive.

What sets them apart is their community-first approach. Through 65+ global focus groups, the brand co-creates products with its community, ensuring they address real concerns. When new mothers shared their struggles with postpartum hair loss, indē wild responded with their Champi Hair Oil—a modern take on a nostalgic ritual, designed to restore both hair and confidence. “From brainstorm to billboard, inclusivity and authenticity are at the core of everything we do. Real voices, real textures, real journeys—that’s what makes indē wild real,” says Diipa Büller-Khosla, founder of indē wild. It’s beauty that’s personal, powerful, and proudly South Asian.

Blur India

 

Blur India is rewriting beauty’s rulebook with its raw, unfiltered aesthetic and unapologetic representation. Known for ditching the airbrush filter, the brand showcases real skin in all its textured glory, pores, scars, freckles and all. Their collaboration with the Aravani Art Project—a trans and cis-women-led collective—takes this ethos even further. Together, they created cover art for Blur’s Love Emergency Gift Box and solid perfume packaging, turning beauty products into statements of solidarity and creative expression.

They work with acid attack survivors, individuals with vitiligo, and people with disabilities as genuine creative collaborators. Their products and campaigns reflect real experiences and celebrate beauty in all its forms. “Inclusivity isn’t a checklist; it’s our foundation,” says Riya Pant, founder of Blur India. With plans to keep amplifying under-represented voices, Blur is making beauty bolder, braver, and refreshingly authentic.

Joyology Beauty

 

Joyology is making beauty feel like a party—fun, colourful, and completely fuss-free. Their Happy Skin Foundation range, designed specifically for Indian complexions, offers seamless coverage without the dreaded ashy undertones. And they’re not stopping there; Joyology’s shade range is set to grow by 30%, making space for even more Indian complexions to find their perfect match.

But the brand’s playful, people-first vibe extends beyond its shade range. Their packaging is refreshingly easy to use, with magnetic closures that click shut effortlessly, ideal for people with dexterity issues. They’ve also introduced a clever colour-coding system to make makeup routines easier: pink for lips, orange for base makeup, and purple for eyes. “We’re always listening, through focus groups, on-ground events, and candid conversations with creators, so we can keep it real and relatable,” says Biju Kassim, CEO of Global SSBeauty Brands. With accessible design and a dash of fun, Joyology is proving that beauty should be as easy and enjoyable as it is inclusive.

These five Indian brands are shaking up the Indian beauty space—not just by talking about inclusivity but by actually building it into every product. With smarter designs, more thoughtful shades, and real representation, they’re proving that beauty is at its best when it celebrates everyone.

Lead image: Getty

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