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

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Gua Sha, a facial massage technique in traditional Chinese medicine, has reached viral fame, thanks to social media influencers in the West.

The latest obsessions in America’s wellness craze are rooted in South Asian practices. Industry leaders who grew up with those rituals are caught between joy and a battle against cultural erasure.

(Image credit: Tanja Ivanova/Getty Images)

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