In October of 2024, THE RANI GLOW’s e-commerce site went live. The multi brand platform build specifically for the US and Canadian audiences, was born out of a South Asian woman’s desire to bring the beauty philosophies and healing wisdom of the region to Northern America. Preeti Kaur, who founded THE RANI GLOW shares, “As a South Asian woman, I often found it difficult to access high-quality beauty products from South Asian brands. Whenever I wanted to shop for my favorite items–whether it was a Neem face mask, an Ayurvedic hair oil, or a turmeric body butter–I had to visit multiple websites, place separate orders, and wait weeks for shipping.”

Recognizing this gap in the market, she began to develop THE RANI GLOW. The platform was conceived with a clear vision: to provide consumers a tight edit of South Asian brands that create unique skincare, body care, and hair care products. Preeti adds, “We are amplifying the voices of South Asian entrepreneurs who are modernizing traditional practices while staying true to their roots… We are shining a spotlight on emerging South Asian founders and small-batch makers whose incredible products might otherwise go unnoticed. By bringing them together in one space, we’re not just offering a seamless shopping experience. We are also building a movement rooted in representation, storytelling and cultural pride.”

Since launching, THE RANI GLOW’s portfolio of brands has grown from five to 11. The roster now includes: Anokha, Anvi Life Organics, EO Healing, Fountain of Purity, LŪVIH, Passport to Beauty, Raeka, Ready Jet Set, Rthvi, Shayde, and Umm Skincare. “We’re highly intentional with our curation,” says Preeti. “Every product goes through a vetting process. We prioritize South Asian, ethically-sourced, and mission-driven brands.” The founder also emphasizes that ingredient transparency factors into how they curated their product offerings. She elaborates, “Clean, cruelty-free, and rooted in South Asian heritage–whether that’s Ayurvedic principles, regional botanicals or modern adaptation of traditional remedies.”

The Rani Glow aims to fill in the gap where the beauty and wellness needs of South Asian Americans, aged 18 to 45, are underserved. Approximately 5.4 million South Asians are currently living in the US. This comprises roughly ¼ of the total Asian American population. In the last three months, Preeti discloses that, “We have seen a 400% increase in unique visitors to our store. Our media order value is $50 and above.”

Admittedly, Trump’s trade war has dampened the steady growth of the fledgling beauty brand. Although the administration’s policy on reciprocal tariffs remain a developing story, brands like THE RANI GLOW has had to regroup and reassess their strategies for survival. Preeti shares, “The recent implementation of tariffs by the U.S. administration has definitely posed challenges for businesses like ours. Given that a portion of our products are sourced from India and Canada, these tariffs have a direct impact on our cost structure. In spite of these challenges we take strength in the diversity of our offerings.”

Most of THE RANI GLOW’s partner brands are actually produced within the United States. These include Anokha, Shayde Beauty, Rthvi, Anvi, Umm Skincare, and Ready Set Jet. They also source a significant amount of raw materials locally. When asked about how a US-based supply chain ties in with the brand’s promise of bringing South Asia beauty to consumers, Preeti responds: “THE RANI GLOW is a celebration of South Asia’s rich heritage, healing traditions, and holistic approach to beauty. The essence of this region flows through every brand we partner with — not just in the use of ingredients like turmeric and Ashwagandha, but in the Ayurvedic philosophies and ancestral beauty rituals that shape their formulations. While some ingredients may be sourced globally (including the US), they are just one part of a deeper story — one rooted in the wisdom of Ayurveda and the soul of South Asian beauty.”

The platform also carries several beauty brands like Fountain of Purity that are manufactured in Canada. “There is a possibility that the products we import are CUSMA-compliant and are therefore exempt from these tariffs. As this situation is developing, we are working with our Canadian partners to verify this.” Meanwhile, as the 90-day pause on Trump reciprocal tariffs leaves the world in anticipation and with heightened anxiety, Preeti remains optimistic that there is enough margin and value proposition for South Asian brands to remain competitive.

“For products imported from India, we are closely monitoring the situation. The U.S. has imposed a 26% tariff on Indian imports, which affects a marginal amount of our offerings. We don’t expect unsustainable price increases. As an up-and-coming brand and platform we must be aggressive to stay competitive. Given the signs of recession in the larger US economy and tightening budgets, we are worried about imposing these extra costs on our customers. We expect to share the burden of the costs with our brand partners. If the numbers change, we will have to reconsider.”