These 29 AAPI- and Asian-Founded Beauty Brands Are on Their Way to Icon Status

In the decade-plus that I've been covering beauty—not to mention the many years prior I spent being a consumer and tried-and-true fan—I've seen firsthand how Asian beauty brands have completely revolutionized the industry. (Who can even remember what it was like before K-beauty won over our skincare-loving hearts?) So every May when Asian American and Pacific Islander Heritage Month comes around, I love learning about new beauty brands I haven't tried yet and seeing how far we've come in terms of representation.
After giving birth to her daughter, Jennifer Yen, a former actor, followed a traditional postpartum Chinese tradition called zuo yue zi that allows the mother's body to rest after giving birth and incorporates superfoods. It ended up revitalizing her skin, inspiring her to launch Yensa in 2018. (She's also the founder of Purlisse.) Yen acknowledges the appreciation and interest surrounding Asian beauty in recent years. "I believe this rise started happening when Asian Americans started representing themselves by creating their own beauty and wellness brands, bringing parts of their culture and unique perspectives into the beauty industry. And with this came more representation for us in the press, in campaigns, social media, and mainstream media. It's about time that our flyness and impact are being recognized," she says.
Despite the progress that has been made, Yen says that we still have a long way to go to "ensure that AAPI representation is amplified and not a passing trend but rather a permanent presence in the beauty industry." Peach Lily founder Alicia Yoon shares a similar sentiment, especially when it comes to beauty campaigns, influencer collaborations, and companies. "There are also so many beautiful ingredients, beauty techniques, philosophies, and modalities coming from all over Asia, and it's important for beauty brands to give credit where it's due, and I believe customers love that transparency and context of knowing where things come from," she says.
Keep scrolling to learn about more AAPI- and Asian-founded beauty brands and which of their products you should add to your beauty routine this month and beyond.
This beauty brand founded by a mother-daughter duo infuses the skin-nourishing powers of the Philippines' pili tree in all of its products, including this deep-cleansing mask. The exfoliating mask also contains harvested ash from Mount Mayon, the Philippines' most active volcano.
Alice Lin Glover co-founded Eadem with Marie Kouadio Amouzame in 2021 with the needs of melanin-rich skin in mind. Their Dew Dream Hydrating Makeup Removing Cleansing Balm is a double-duty cleanser, removing makeup and dirt while hydrating and protecting the skin at the same time.
Amy Liu wanted to make clean, sensitive skin friendly beauty products with inclusivity at the forefront, and Tower 28 was born. Since its launch, products like the MakeWaves Lengthening + Volumizing Mascara have become holy-grail beauty finds for many.
Through her eponymous beauty brand, Michelle Ranavat invokes her Indian heritage by harnessing the benefits of Ayurvedic ingredients. The newest addition, Lotus Cleansing Balm, uses Indian jasmine, blue tansy, lotus flower, and mango butter to cleanse and nourish the skin.
Solluna founder Kimberly Snyder, whose mother was from the Philippines, is a spiritual and meditation teacher, nutritionist, and wellness expert. The brand is centered around holistic wellness and includes supplement and skincare products, like this vitamin C serum that contains 10 times more active vitamin C than your typical products.
The hair accessory brand, founded by Julianne Goldmark, has become a favorite among celebrities and influencers since its launch in 2009. For AAPI Heritage Month, the brand created a collection called Sugar Blossom celebrating its Korean roots and is making a donation to the Asian Mental Health Collective.
Developed and founded by Philippines-born bioorganic chemist Vivian Valenty, PhD, Dazzle Dry is a game-changing nail polish system that lasts up to two weeks without chipping. There are more than 100 shades to choose from, such as this perfectly bright and spicy red.
AAPI-owned brand Orcé Cosmetics was founded by Yu-Chen Shih in order to put Asians with melanin-rich complexions at the center. The newest launch, Come Closer Serum Foundation, features heritage ingredients like Tahitian black pearl extract for hyperpigmentation and the antioxidant Chinese herb evodia rutaecarpa for radiance and improved skin texture.
The AAPI-founded makeup brand has gotten love on TikTok for its versatile products, like this multi stick, which brings color to cheeks, lips, and eyes, infusing the skin with nourishing mango butter and adaptogenic, skin-protecting ingredients like ashwagandha, brahmi, and triphala.
Up next, 15 Under-the-Radar AAPI and Asian Brands Every Beauty Lover Should Know

Marie has covered beauty, fashion, and lifestyle for almost 16 years. She contributes to the beauty section here atBest Knockoff Luxury Clothing . Previously, she was the Looks Editor for Bust Magazine, built the beauty vertical at HelloGiggles as its beauty editor, and was a founding staff writer at Rookie mag, giving fashion advice to teens. Her bylines have appeared in The Cut, Allure, Glamour, The Hollywood Reporter, and more. She was born and raised in Southern California and is based in L.A. Marie is a self-proclaimed costume design nerd and a co-host of Makeover Montage, a podcast about fashion in film and costume design.
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