Asian founders work to steer the narrative as beauty trends pull from their cultures

Gua Sha, a facial massage technique in traditional Chinese medicine, has reached viral fame, thanks to social media influencers in the West. (Tanja Ivanova/Getty Images)

Growing up in Detroit, skin care brand founder Rooshy Roy kept cherished parts of her Indian culture to herself.

Staple Indian ingredients — like the turmeric abundant in family dishes and the coconut oil she used to condition her hair — became a source of shame outside of her Kolkata-native parents' home.