25 AAPI Beauty Brands to Buy

May is Asian American and Pacific Islander (AAPI) Heritage Month and one way to celebrate these communities is to shop AAPI-founded beauty brands throughout the year. Beauty practices in Asia have influenced global beauty trends for decades, but despite this, anti-Asian rhetoric has continuously permeated the industry, particularly since March 2022.

Given the rise in hate over the past two years, you can show your love by buying from AAPI owned and founded businesses. If you’re not sure where to start, here’s a list of some of our favorite AAPI beauty brands.

Round 28

Amy Liu launched Tower 28 in response to the lack of products for sensitive skin. We love their SOS Daily Rescue Facial Spray for midday refreshment, and their ShineOn Lip Jelly is a bestseller for a reason.

SOS Tower 28 Daily Rescue Spray

Glow Recipe

Co-founders Sarah Lee and Christine Chang were inspired by Korean beauty products when they created Glow Recipe. Their Watermelon Glow Sleep Mask is a popular favorite, and we love putting the Watermelon Glow Niamicide Dew Drops on before makeup.

Watermelon Glow sleep mask product on white background

Courtesy of the brand

Watermelon Glow Night Mask

This mask has accumulated a huge waiting list even before its release. From its watermelon-scented formula to its promise to give you clearer skin, it’s easy to see why so many people swear by this Glow Recipe product.


Founders Alice Lin Glover and Marie Kouadio Amouzane met at work and realized they shared a love for skincare. Together they launched EADEM as a blog which has become a brand. Their Milk Marvel Dark Spot Serum is a fan favorite.

krave beauty

In 2017, beauty influencer Liah Yoo set out to create a brand focused on products that worked for simple routines to make skincare accessible to everyone. Now Krave Beauty’s Great Barrier products are hugely popular and feature both serum and body lotion in their Barrier Friends Forever set.

Patrick Ta

The eponymous brand of famous makeup artist Patrick Ta does not disappoint. We love the Double-Take Creme & Powder Blush duo and the Major Brow Lamination Gel.

Circus colors

Cirque Colors was created in 2012 by Annie Pham to develop nail polish colors different from those already available on the market. Two of the brand’s best-selling products are Halcyon and Rothko Red, a thermal varnish that changes color with temperature.

Live tinted

Deepica Mutyala went viral in 2015 for a beauty video in which she used lipstick on her dark circles. This eventually led to the creation of Live Tinted and the Huestick, a four-in-one product that can be used as a color concealer as well as blush, eyeshadow, and lipstick.

Kulfi Beauty

Priyanka Ganjoo of Kulfi Beatuy explained that her inspiration behind the creation of her brand came from the feeling that there were not enough products suitable for her community. Their highlighted set brings together the five Kajal eyeliner shades currently available, including one blue!


Velor was created when Mabel Lee found herself wanting to fill a void in the false eyelash industry and create high-end products. You can find their sets broken down between collections, volume, or eye shape on their website, or take their lash quiz to figure out which is best for you.

Mango People Cosmetics

Mango People was founder Sravya Kalyanapu’s response to the lack of gentle cosmetics specifically for people of color. Their incredibly popular Multi Stick comes in a variety of colors to match all skin tones.

Useful Beauty

Famous hairstylist Josh Liu’s best-known work is Ariana Grande’s famous ponytail, but if you’re looking for a durable, high-quality alternative to hair ties, look no further than his flagship product, The Hairtie.

Emilie Heathe

Emily Rudman created Emilie Heathe in response to a lack of representation both in her personal life and in the beauty industry. Currently, one of the top selling products on the brand’s site is their Emilie Heathe x The Batman™ Collection Nail Polish but we also love their As If Lipstick.

Emi Jay

Designer Julianne Goldmark launched Emi Jay at age 14 with her mother, and the product that put the brand in the limelight was the original knotted hair tie. The brand has grown and evolved over the years, and now they offer a variety of other products, including their gorgeous Big Effing clip (which can be customised!).

good light

David Yi is the creator and co-founder of skincare brand Good Light, determined to promote a more inclusive culture around beauty. If you’re not sure where to start creating a daily regimen, look no further than their Metamorphosis skincare set.


After moving to Hawaii, Alice Kim set out to create a brand specializing in gentle products that celebrate native plants. We recommend trying their Charcoal Powder Face Wash or their Hawaiian Kukui SPF 15 Lip Balms.


RANAVAT is a modern take on beauty practices used by Indian royalty, and founder Michelle Ranavat’s intention behind the brand was to encourage everyone to reprioritize self-care. Their Saffron Brightening Serum is not only loved, but also vegan and cruelty-free!


After leaving an unfulfilling career in corporate America behind, designer Vicky Tsai began researching natural Japanese ingredients after a life-changing visit to Kyoto. Now Tatcha is widely known and their Camellia Cleansing Oil is a fan favorite.

Peach & Lily

Alicia Yoon is a Korean beauty expert and the founder of Peach & Lily. In addition to offering a selection of K-beauty products, the brand has also launched its own collection, which includes its popular Transparen-C Pro Spot treatment.


Created by Fiona Co Chan, Youthforia is a make-up brand committed to using no fossil fuels, both for the good of the planet and our skin. Try their Y2K set for a blush and lip gloss combo that’s sure to make you look fresh.

Soko Glam and then I met you

Charlotte and David Cho co-founded Soko Glam in 2012 to bring more Korean beauty to the west. Here you will find a variety of selected products for sale. Charlotte also created her own label, Then I Met You, and The Giving Essence has since become a best-seller on both sites.

Kaja Beauty

Kaja Beauty, created by Memebox founder Hyungseok Dino Ha, launched in 2018 as a Sephora exclusive and remains the only K-Beauty makeup brand available from the retailer. Their adorable packaging is definitely a selling point, because you can’t live without their Cheeky Stamp blushes!

hero cosmetics

Co-founded by Ju Rhyu, Hero Cosmetics was her response to the introduction of South Korean acne patches to American markets. The Mighty Patch was so successful that the company expanded into a wider skincare line.


Priscilla Tsai’s mission when creating cocokind was to have an affordable brand with a focus on sustainability and simple, yet quality ingredients. Their Ceramide Barrier Serum is meant to replace all your other moisturizing serums, and the reviews seem to agree.

Unique size

Created by beauty influencer Patrick Starr, One/Size is committed to creating inclusive products that promote individuality and self-expression. Their award-winning Point Made liquid eyeliner is by far the most popular product.

fur you

Co-founders Lillian Tung and Laura Schubert created Fur to meet a demand for products that help care for our body hair (or lack thereof). Their fur oil helps with ingrown hairs and remains their most popular product.

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