[2] Since 2009 the magazine has branched out into a more diverse mainstream market with non-Asian cover stars including BBC Strictly Come Dancing star Alesha Dixon[4] and UK girl group Sugababes as part of a mission to "bring the beauty and appeal of Asian fashion and culture to a wider audience".
[5] In late 2011 the magazine hit national headlines with its decision to use the stars of The Only Way Is Essex, Jessica Wright, Sam Faiers and Lucy Meck on its Winter 2011 cover.
Asian Woman's Editor-in-Chief J Wimal responded to the debate on Twitter: “Rather impressed by the huge and mixed response to the new @AsianWomanMag cover and the impassioned debate that it's sparked... On the one hand a lot of people are appreciating our mission to bring the beauty and appeal of Asian fashion and culture to wider audience.
"[5][8] Less controversial cover stars include Bollywood superstar Aishwarya Rai, Slumdog Millionaire actress Freida Pinto, and British-Asian singer Jay Sean.
Asian Woman is the publisher's flagship title and has aided a number of mainstream brands in reaching the South-Asian market, including Harrods, Swarovski, Dior and L'Oréal.