Meet The Beauty Brand Founders Taking Inspiration From Their Ethnic Identity

When I was younger, my Greek grandmother used to slather my hair in locally pressed olive oil, clean my face with fresh rosewater and present me with mud masks she'd whipped up using the mineral-rich red soil that grew watermelons in the field next to her little island lodge.

As a born and bred Londoner, beauty and my ethnic identity went hand in hand. Even today, my current routine is inspired by those inherited beauty rituals – and I'm not the only one.

From Liha and Abi who launched African-English beauty brand LIHA, to Elena and Inna at Cypriot skincare brand Kypwell, we're seeing more and more beauty empires built upon the skin, hair and makeup traditions reminiscent of their founders' cultural backgrounds. Ingredients and practices are no longer confined to family circles. Now, everyone gets a slice of the beauty pie.

Click through to discover your new go-tos.