Sabina Ranger, a dynamic South Asian entrepreneur who has revolutionised the beauty industry with her innovative and inclusive brand, "BELLA". Growing up with a round face and chubby cheeks, Sabina relied on false lashes for confidence but found them painful. Discovering that 97% of false lash wearers faced the same issue, she was determined to create a better solution. With seven years in her family's consumer goods business, she developed Wanderlash mascara—a clean, vegan formula delivering stunning, pain-free results. It became an instant viral hit, praised by celebrities and industry experts. Now, BELLA offers a range of high-performing, 100% vegan products with unique ingredients, solving everyday beauty challenges.
In an interview with Asian Voice, Sabina discusses infusing South Asian elements into her brand, the challenges she faces as a South Asian entrepreneur, and more.
How do you infuse elements of your South Asian heritage into your brand's identity and products?
At BELLA, it was crucial to design products suitable for everyone, eliminating the need for separate products for lighter or darker skin tones. This approach gives every customer the freedom to choose their preferred shades, rather than being confined to specific options. Our core values are inclusivity and innovation, creating a legacy that transcends borders.
How do you ensure that your luxury beauty brand caters to the needs and preferences of South Asian consumers, while living in a foreign country?
Our customer engagement is more than just a practice—it's a passion. We recognize that every individual is on their own unique beauty journey. Utilising social media platforms, particularly Instagram, we cultivate genuine connections with our audience. By providing an inclusive space for conversation, sharing insights, and staying updated on industry trends, we foster an environment where customers feel valued and heard. Our active presence encourages open dialogue and collaboration, not only with our customers but also with influencers and industry experts. At BELLA, building meaningful relationships with our customers isn't just a goal—it's our top priority.
What challenges did you face as a South Asian entrepreneur in the beauty industry, and how did you overcome them?
There are constant challenges throughout each stage of the journey, from how to gain the best partnerships to maintaining the right mindset, however it has been the most incredible journey. I have learnt countless lessons and each day a new one, but the key is to expect the unexpected and stay adaptable. There will always be a new learning curve, but it is with challenges that we grow.
Can you provide insights into the Bella Butterfly Fund's mission and how it aims to create a positive impact, especially considering your South Asian background and the UK market?
Through our BELLA Butterfly Fund, we pledge 1% of every sale to meaningful causes such as mental health & education.When you choose to purchase our products, you're not just getting the best in beauty, you are also supporting us in our mission to empower individuals from backgrounds and from every corner of the world.Every individual is important, so we are committed to supporting causes that are making a positive difference in this world beyond beauty.”
As a female entrepreneur, what advice would you give to aspiring South Asian women looking to enter the beauty industry?
To believe in your vision wholeheartedly. For aspiring entrepreneurs venturing into the beauty industry or looking to expand internationally, the journey is filled with challenges and uncertainties.I feel that mindset is key and to persevere even in the toughest of circumstances. It’s also incredibly important to surround yourself with positive energy and supportive people as much as you can.
How do you see the future of the beauty industry evolving, and what role do you envision your brand playing in that landscape, both in the UK and globally?
The beauty industry is one that is ever changing. A beauty brand needs to be able to constantly adapt and embrace change. Innovation will always be at the core of who we are and how we adapt our focus in areas like product development. We see ourselves as more than just a brand—we're a family. With over a century of combined experience in different industries like FMCG, we've learned the importance of listening and evolving with our community.
We as a brand move quickly by researching upcoming trends, using cutting edge technologies in our products, ensuring we are listening to our amazing customers from all over the globe through our social media channels. What really drives us is our connection with our community, whom we affectionately call our "Butterflies." Through social media,we're able to hear their thoughts and desires, which shape everything we do.
