Southeast Asia’s beauty game is in a league of its own—and these beauty creators are setting the pace
Bold, culturally charged, and untamed, Southeast Asian beauty is over playing catch-up. It’s a force of its own—a collision of self-expression and heritage—and the kind of beauty shaped by tropical suns and fearless individuality. But who’s leading the charge? Ahead are eight beauty creators who continue to rewrite the beauty playbook and prove that Southeast Asia is where beauty gets its attitude.
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Jharna Bhagwani, Indonesia
At 22, beauty content creator Jharna Bhagwani is putting Jakarta’s beauty scene on the map. She’s a beauty chameleon, her content dancing between trends—like joining the Asoka makeup trend and transforming into BLACKPINK LISA in Rockstar. She does it all with uncanny precision.
Her 3.1 million Instagram followers come from the jaw-dropping makeovers, but end up staying for her wild creativity and cultural depth. A scroll through her page would reveal variations of Bollywood beauty, something she does well as part-Indian, proving beauty can be both personal and proudly local.
Joanna Vongphoumy, Laos
Joanna Vongphoumy leans more into her rules rather than playing the trends game. Based in Rhode Island, the Laotian beauty content creator is the mind behind Most Ardently Studios, designing reusable press-on nails into classy works of art.
Her Instagram page is a breath of fresh air—warm, inviting, and effortlessly curated—showing off her makeup routines, signature lip combos, and hair tutorials. No viral gimmicks and just beauty done right, her beauty signature is keeping it grounded.
Quỳnh Thi, Vietnam
Vietnamese Quỳnh Thi is a master of contrasts. One moment, she’s an ethereal angel; the next a haunting Black Swan. Straddling the worlds of beauty influencer and transformation artist, she partners with global beauty and fashion brands while crafting viral makeup looks.
Her ability to balance softness with intensity captures the duality of modern femininity. Quỳnh Thi feels like the blueprint for contemporary Vietnamese beauty—striking and graceful.
Saira Mirror, Thailand
At 27, Sairah Mirror has mastered the art of precision. Known for pairing her hijab with perfectly coordinated makeup, the Thai beauty content creator and entrepreneur is a symbol of timeless beauty.
Beyond her artistry, Saira is not just about her looks. With her namesake beauty brand SAIRA MIRROR and a hijab shop to her name, her legacy extends to celebrating heritage and empowering women to own beauty on their own terms.
Marj Maroket, Philippines
Filipina Marj Maroket is the straight-talking voice the beauty world needs. On TikTok, she’s all about honest product reviews, get-ready-with-me clips, and snippets of her life—a comforting beauty girl to watch.
As a proud representation of modern morena beauty, Marj is rewriting the rules of influencer marketing. As she ditches the fluff, it’s clear that her passion for beauty is off the roof. This no-nonsense approach is what keeps her followers coming back for more.
Ailin Chea, Cambodia
For Ailin Chea, beauty starts with the skin. The Cambodian beauty content creator and entrepreneur juggles running Purerand’Aera, Purera, and OLYA Cambodia—brands focused on cosmetics, sun protection, haircare, and bodycare.
Her personal Instagram account is a reflection of her brands’ ethos: demure, soft looks founded on glowing and healthy skin. The Cambodian’s approach to beauty is skin-first, just as it should be.
Sahur Saleim, Singapore
Sahur Saleim is the definition of a beauty disruptor. At 26, the Singaporean creative juggles being an award-winning celebrity makeup artist, influencer, and the founder of Sahur’s Art, a brand that champions summer-proof beauty.
Her community has since gotten hooked on her bubbly artistry, raw acne journey, and navigating fashion as a curvy girl. However, it’s her honesty and advocacy-first entrepreneurial hustle that makes her a true force in beauty, within and beyond the city-state.
Masyhurah Ryan, Malaysia
Masyhurah is a young force for change. At 19, she’s used her platform to advocate for sustainable fashion and clean beauty.
As a TikTok personality, the Bruneian Malay has built a following with her bubbly get-ready-with-me videos, skincare hacks, and beauty tips, all while offering sound and thoughtful beauty advice. Her influence extends beyond Malaysia, shaping the conversation for younger women across the region.
Photos: JHARNA BHAGWANI, JOANNA VONGPHOUMY, QUYNH THI, SAIRA MIRROR, AILIN CHEA, SAHUR SALEIM, MASYURAH RYAN (via Instagram), MEGA ARCHIVES
