May is Asian American and Pacific Islander Heritage Month, and to kick-off things, we’re bringing you some of our favorite AAPI-founded brands in the beauty space. These are leaders in skin-care, makeup, fragrance, hair and nails that have shaken things up, caught our attention and made a lasting impact.
May is AAPI Month, Let’s Celebrate
Asian American and Pacific Islander Heritage Month was first started back in the 70s, holding May as the month to recognize and celebrate Asian American contributions to culture. And while we’ve come a long way since then, it’s no secret that the beauty space still has some growing to do in terms of representation and inclusion. That’s why the founders we’re recognizing are so important—each and every one of these brands seeks to create a bigger beauty community with a more holistic, global idea of what it means to be beautiful. We’re thankful for their tireless work breaking into these spaces, and almost as grateful for all of their amazing brands and products!
The AAPI-Owned Brands We Love
These are the AAPI-owned brands lining our shelves, making waves and going viral.
Tower28
When Amy Liu founded Tower28, named after a real lifeguard tower in Santa Monica, she was working to solve her own chronically sensitive skin. Now, a sitting board director of the National Eczema Association and the mind behind Tower28’s extensive collection of makeup, skin care and sun care, Liu is at the very forefront of what it means to care for skin.
Peach and Lily
Alicia Yoon, founder of Peach & Lily, grew up in South Korea, and infused her brand with the best in Korean skincare science. At the same time, she integrates the self-care rituals of her mother and grandmother alongside an approach to skin health that honors and celebrates Asian culture, skincare, ingredients and innovations.
U Beauty
Tina Craig founded UBeauty in 2019 with “you” in-mind, aiming to create a brand that celebrates and cares for all skin. She immigrated to the U.S. at 8 years old and maintains a strong connection to her Chinese culture.
Tatcha
Vicky Tsai started Tatcha after a lifetime of feeling excluded from traditional U.S. beauty standards. As an Asian American woman, she ignited a relationship with Japan’s cultural and self-care traditions that helped her connect and inspire confidence not just in herself, but in Tatcha’s community.
ESW Beauty
Elina Sofia Wang started ESW Beauty after a personal wellness journey transformed her health and lifestyle. Inspired by the things that make our bodies feel well, ESW Beauty is the intersection of sustainability, vegan ingredients and real skin results.
Hero Cosmetics
Ju Rhyu launched Hero Cosmetics in 2017 with just one product, the Mighty Patch. Since then, this powerhouse has grown to be the authority on patch-led skincare and acne treatments. Inspired by Korean skincare and Rhyu’s own Korean heritage, Hero Cosmetics continues to lead the way in acne care with a multi-front approach.
The Rootist
David Chung is no stranger to the beauty business, and when he launched The Rootist just last year, it was immediately clear that he had another success on his hands. An editor-loved and award-winning catalogue of hair-boosting products combined with leading biotechnology that gets to the very root of haircare. And we can’t wait to see what comes next!
T3 Hair Tools
Dr. Julie Chung co-founded T3 Hair Tools to solve her own hair problems. Now, with a lineup of tools that give red carpet-level results, this tech-led brand is providing major hair upgrades that help keep strands looking healthy and cared-for.
Patrick Ta Beauty
Famed makeup artist Patrick Ta launched his eponymous brand in 2019, and just a few years later it’s one of the biggest names in beauty! A powerhouse of thoughtful and artisanal makeup products, Patrick Ta Beauty is an award-winning brand that has something for everyone!
Kaja
Hyungseok Dino Ha founded Kaja in partnership with Sephora, leading to a super-viral and aesthetic beauty brand that celebrates the fun and whimsy central to makeup. Taking everything that’s great about Korean beauty and bringing it right to you, Kaja is a fast-growing, high-performance brand that’s down to have a good time.
Kulfi Beauty
Founder Priyanka Ganjoo designed Kulfi to celebrate South Asian beauty. As the first South-Asian beauty brand to launch in Sephora, Kulfi is all about vibrant, inclusive beauty built by and for women.
One/Size
Beginning as a makeup artist and influencer on Youtube, Patrick Starr truly arrived with the launch of ONE/SIZE. This brand is viral, beloved, and masterfully crafted. With everything you need to for a full-beat, a no-makeup-makeup look, and everything in-between, ONE/SIZE is truly built for all.
Ellis Brooklyn
From the pages of the New York Times to running her own fragrance and body care brand, Bee Shapiro has been a leader in beauty for some time. With destination-inspired scents and luxurious formulas, Ellis Brooklyn has grown to be a must-have for beauty-lovers everywhere.
DS & Durga
Co-founded by Kavi Ahuja Moltz (alongside her husband), D.S. & Durga creates immersive, artisanal fragrances that transform your personal space, your wearable perfume and even your car. Taking incredible hand-crafted scents to new heights, this editor-favorite brand is a must-have on your fragrance shelf.
5 SENS
Divya Gugnania developed skin sensitivity to perfume after an autoimmune diagnosis, leading to the founding of 5 SENS. And with a focus on capturing mood and energy without leading to irritation, 5 SENS is a fragrance brand making major waves in the space.
Le Mini Macaron
Christina Kao co-created Le Mini Macaron with her French partner, leading to a marriage of approaches and ideals that sets this nail brand apart. With a full suite of gel polishes and the iconic mini-UV lamp shaped like a macaron, this brand is a thoughtful and fun approach to your nails. And they just added a traditional polish line!
JINSoon
Jin Soon is a top runway artist, a nail spa founder and founder of a titan among nail polish brands. With formulas known for their longevity and quality, JINSoon is the expressionism-inspired approach to manicures you didn’t know you needed!
Sundays
Amy Lin founded sundays as a way to bring wellness to nails. Inspired by self-care rituals, this nail brand is what happens when you prioritize color, creativity and expression, right alongside care. With a collection of non-toxic polishes, nail care products and manicure kits, you’ll find everything your nails need.
Mooncat
For Michelle Lin, nail polish has always been about rebellion and personal expression. And Mooncat is the epitome of that belief, embodying all the best parts about nail art, trends and creativity. Mooncat is infused top-to-bottom with the best ingredients, formulas and trendy finishes for your perfect manicure.
