
South Asian Beauty Brand Navigates U.S. Tariff Changes
The Rani Glow is a multibrand platform that brings together the best of South Asian beauty and wellness.
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.'
Rice Bran and Pomegranate Facial Cleansing Oil from ANOKHA
Kansa Wand Detoxifying Massage Tool from Anvi Life Organics
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.'
Shayde Beauty's skincare products are crafted specifically for melanin-rich skin, addressing unique concerns like hyperpigmentation, dark spots, and acne scars.
RTHVI Reveal Hair Serum
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.'
Hashtags

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
an hour ago
- Yahoo
CEA Industries Posts Updated Investor Presentation
Conference Call Scheduled for Today, June 11, 2025 at 4:30pm ET CEA Industries to Provide Business Update and Discuss Strategic Implications of Fat Panda Acquisition Louisville, Colorado, June 11, 2025 (GLOBE NEWSWIRE) -- CEA Industries Inc. (NASDAQ: CEAD, CEADW) ('CEA Industries' or the 'Company'), today announced that it has published an updated investor presentation, now available on the Investor Relations section of its website. Management will host a live conference call today, June 11, 2025, at 4:30pm ET to outline the Company's new strategic priorities, including the recent acquisition of Fat Panda and the go-forward strategy to accelerate growth and enhance shareholder value. To access the conference call, please use the following information: Dial-in: 1-973-528-0008 Access Code: 891969 Webcast URL: CEA Industries management may utilize this presentation during upcoming meetings with analysts and investors. The posting of this presentation is being made pursuant to Regulation FD. About CEA Industries Inc. CEA Industries Inc. (NASDAQ: CEAD) is a growth-oriented company focused on building category-leading businesses in regulated consumer markets. With a focus on the high-growth, Canadian nicotine vape industry, one of the fastest-expanding segments of the global nicotine market, CEA Industries targets scalable operators with strong regulatory alignment, defensible market share, and high-margin business models. The Company provides capital, operational expertise, and strategic resources to accelerate retail expansion, strengthen e-commerce infrastructure, and drive long-term value creation in performance-driven sectors. For more information, visit Investor Contact: Sean Mansouri, CFA or Aaron D'SouzaElevate IRinfo@ (720) 330-2829Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
an hour ago
- Yahoo
Canada should not rush potential sale of TMX pipeline, Trans Mountain CEO says
CALGARY (Reuters) -Canada should not rush to sell the newly expanded Trans Mountain Pipeline, its CEO Mark Maki said on Wednesday at a conference in Canada. The Canadian government, which owns the C$34 billion pipeline, should be able to recover some of its investment if it plays its cards correctly. Sign in to access your portfolio
Yahoo
an hour ago
- Yahoo
BC Ferries deal with Chinese shipyard makes waves in Ottawa
OTTAWA — BC Ferries set off a tidal wave of controversy on Tuesday after announcing a major shipbuilding deal with a Chinese state-owned enterprise, with the ripple effects of the decision reaching Ottawa. Vancouver Island Conservative MP Jeff Kibble raised the issue in Wednesday's question period, accusing the Liberal government of rewarding the provincial carrier for selling out Canada's national interest. 'The Liberals are set to hand over $30 million (in federal subsidies) to BC Ferries while BC Ferries hands over critical jobs, investment and industry to China,' said Kibble. BC Ferries said in a press release that it had awarded China Merchants Industry Weihai Shipyards (CMI Weihai) a contract to build four new vessels after a 'rigorous' global bidding process. Company CEO Nicolas Jimenez was quoted in the release as saying that CMI Weihai was the 'clear choice' for the contract given, among other factors, its 'proven ability to deliver safe, reliable vessels on dependable timelines.' Kibble blasted BC Ferries in the House of Commons for buying the ships from China instead of a 'proven Canadian shipbuilder' and pressed the Liberal government to tie federal ferry subsidies to buying Canadian-built ships. Liberal Transportation Minister Chrystia Freeland said that she shared Kibble's concerns about procurement 'at all levels of government' but wouldn't comment directly on the BC Ferries contract, calling it a provincial matter. One politician who hasn't hesitated to criticize the deal is the provincial minister responsible for BC Ferries. B.C. Transportation Minister Mike Farnworth was quick to distance himself from the decision, saying he was worried about the message it sends in the midst of Chinese economic aggression. 'I do have concerns around procuring services from any country that is actively harming Canada's economy through unfair tariffs or other protectionist trade practices. I have shared these concerns with BC Ferries,' Farnworth told the media. Yet, despite his reservations, he ruled out blocking the BC Ferries-CMI Weihai deal. 'BC Ferries is an independent company responsible for its own operational decisions,' said Farnworth. He added that he was 'disappointed' that the contract didn't include more involvement from Canadian shipyards. BC Ferries' head of fleet renewal, Ed Hooper, told Postmedia that no Canadian shipbuilders bid on the contract won by CMI Weihai. Liberal Prime Minister Mark Carney promised to ramp up Canadian shipbuilding during this spring's federal election campaign. The federal government previously awarded the Chinese state-owned company a contract to build a new vessel for east coast ferry operator Marine Atlantic, according to a 2023 filing from Transport Canada. The ship began service between Nova Scotia and Newfoundland in July 2024. Federal Procurement Minister Joël Lightbound didn't respond to an inquiry from the National Post about the BC Ferries-CMI Weihai deal, and didn't indicate whether the federal government would continue to take bids from the company. A spokesperson with Public Services and Procurement Canada told the National Post that CMI Weihai does not appear on the agency's database of active bids. National Post rmohamed@ Get more deep-dive National Post political coverage and analysis in your inbox with the Political Hack newsletter, where Ottawa bureau chief Stuart Thomson and political analyst Tasha Kheiriddin get at what's really going on behind the scenes on Parliament Hill every Wednesday and Friday, exclusively for subscribers. Sign up here. Our website is the place for the latest breaking news, exclusive scoops, longreads and provocative commentary. Please bookmark and sign up for our daily newsletter, Posted, here.