Asian American and Pacific Islander (AAPI) Heritage Month runs throughout May, and for beauty lovers, editors and trend spotters alike, AAPI Heritage Month is an opportunity to spotlight the founders shaping the current industry and its future through their own innovation as well as the products they personally swear by. From skin-care staples to makeup must-haves, AAPI-owned beauty brands continue to influence the way the industry thinks about efficacy, ingredients, wellness rituals and much more.
And with the continued global rise of K-beauty and increased interest in J-beauty and Ayurvedic practices, AAPI-owned brands have never been more visible. In these categories, philosophies center on hydration, skin health and intention, all of which has resonated well in the current market. In honor of AAPI Heritage Month, we asked several beauty brand founders to share the AAPI-owned brand products they personally use on repeat and recommend without hesitation. The overall favorite: Tower 28 SOS Rescue Spray ($28). Read on to see the products these founders keep within arm’s reach.
The AAPI-Owned Beauty Products That AAPI Brand Founders Love
Fable & Mane HoliRoots Hair Oil ($38)
“I genuinely can’t live without it. It reminds me of my grandmother and the hair oiling rituals I grew up with, so there’s a really emotional connection to it beyond just the product itself.” — Akash Mehta, Fable & Mane Co-Founder
Tower 28 SOS Rescue Spray ($28)
“Our SOS Rescue Spray will always have a special place in my heart because it genuinely changed my skin and my relationship with beauty. As someone who struggled with eczema for years, it was one of the first products that made my skin feel calm, supported and safe without sacrificing the experience or efficacy.” — Amy Liu, Tower 28 Founder and CEO
“Total game changer, especially when I’m traveling or out in the wild on expeditions with The Fable Fund. It’s one of those products I always keep in my day bag.” — Akash Mehta, Fable & Mane Co-Founder
“I love how focused Tower 28 is on creating products for sensitive skin. SOS Rescue Spray is one of those staples I always keep nearby because it instantly helps calm and reset my skin, especially after travel, long days in makeup or whenever my skin feels stressed.” — Deepica Mutyala, Live Tinted Founder and CEO
Fable & Mane MahaMane Detangling Leave-in Conditioner ($30)
“It’s a life savior for my dry hair, I spray it on both wet and dry strands, and it helps detangle and is a fantastic frizz tamer. I made it for all hair types to enjoy, it’s so gentle to use but delivers lasting results.” — Nikita Mehta, Fable & Mane Co-Founder
Forest Essentials Sanjeevani Face Cream ($45)
“It’s amazing, both hydrating and lightweight, I pair it with rose water and I go through jar after jar!” — Nikita Mehta, Fable & Mane Co-Founder
Sluff Sluff It Kit ($48)
“The practice of Korean body scrubbing is something that I, and many of my fellow Koreans, grew up doing. However, so many of my non-Korean friends had never witnessed what their skin feels like after being scrubbed neck-to-toe with a not-so-gentle, abrasive mitt—results included their skin feeling the smoothest and softest it's been since they were babies. We created the sluff it kit to un-gatekeep this timeless Korean bathhouse ritual and bring our soft-skin routine home to you.” — Christina Han, Sluff Co-Founder
Live Tinted Hueguard 3-in-1 Mineral Sunscreen ($36)
“Deepica changed my entire opinion on mineral SPF when she launched Live Tinted's Hueguard 3-in-1 Mineral SPF 30. The application is so smooth and it seamlessly blends into my skin tone despite it being a zinc-based formulation. The soft-focus, blurring effect is my next fave element!” — Christina Han, Sluff Co-Founder
Cocokind Electrolyte Water Cream ($20)
“I wanted to create a moisturizer that delivers deep hydration without ever feeling heavy or overwhelming on sensitive skin. The Electrolyte Water Cream has this lightweight, cushiony texture that melts instantly into the skin while helping support long-lasting hydration and a healthy skin barrier. It’s the moisturizer I reach for when I want my skin to feel balanced, calm, and comfortably hydrated throughout the day.” — Priscilla Tsai, Cocokind Founder and CEO
Tower 28 Swipe Serum Concealer ($24)
“Tower 28’s Swipe Serum Concealer completely changed my expectations for complexion products made for sensitive skin. It gives such natural, skin-like coverage while still feeling lightweight and hydrating throughout the day. I love how seamlessly it blends into the skin, it brightens and evens everything out without ever looking cakey or heavy, which can be hard to find in a concealer.” — Priscilla Tsai, Cocokind Founder and CEO
Emi Jay Lychee Baby Aura Hair + Body Mist ($24)
“My go-to scent right now (obviously) and it leaves your hair slightly hydrated due to the aloe and glycerin. Scent + hydration = dream combo.” —Julianne Goldmark, Emi Jay Founder
Poom Cosmetics Foundation ($46)
“The best lightweight foundation for hydrated and glowy glass skin! Truly, the only foundation that doesn't break me out. I couldn’t be more obsessed.” — Julianne Goldmark, Emi Jay Founder
Peach & Lily MiniProtein Exosome Bioactive Ampoule ($53)
“The Peach & Lily MiniProtein Exosome Bioactive Ampoule is my skin’s instant glow-up formula. No matter how tired I a, it gives my skin this incredible radiance, bounce, and revived look right away, and wears beautifully both under makeup and on bare skin. And the best part is that this super advanced formula does so much heavy lifting for my skin. The concentrated biomimetic miniproteins, exosomes and phyto growth factors have dramatically transformed my skin where it looks noticeably firmer, smoother and more youthful. I have super sensitive skin with eczema, and I can use this every morning and night with no issues. As part of my job, I try countless products and lab samples, and this has earned a forever spot in my routine.” — Alicia Yoon, Peach & Lily Founder and CEO
Brightland Awake Extra Virgin Olive Oil ($38)
“I love Brightland’s Awake Extra Virgin Olive Oil as it’s so fresh, flavorful and versatile. I drizzle it on so many dishes and it elevates the taste while being so healthy. Also, love the happy chic bottle design.” — Alicia Yoon, Peach & Lily Founder and CEO
DAMDAM Mochi Mochi Luminous Cream ($48)
“I love how cushioning and comforting it feels on the skin. It supports the barrier beautifully while still feeling lightweight, and gives the skin this soft, healthy bounce that lasts all day.” — Giselle Go, DAMDAM Co-Founder
DECORTÉ Eye Glow Gem ($30)
“I love products that are effortless and lived-in, and these one-and-done shadows melt seamlessly into the skin. The textures are sheer, with just enough color to make you look rested, alive and not overly done.” — Giselle Go, DAMDAM Co-Founder
Live Tinted Hueguard Skin Tint SPF 50 ($42)
“HUEGUARD Skin Tint really represents everything we believe in at Live Tinted because it combines complexion and protection in one effortless step. I wear it every single day because it gives my skin the most beautiful, radiant finish while delivering SPF 50, and seeing how seamlessly it works across so many undertones makes me incredibly proud.” — Deepica Mutyala, Live Tinted Founder and CEO
T3 Aire 360 Air Styler ($350)
“Our next generation Aire 360 is dual voltage and made with Korean CeraGloss ceramic: I use it everyday and carry it with me everywhere I travel. I wouldn't be able to do my daily blowout without it—who wants frizzy hair when you're in South of France?” — Dr. Julie Chung, T3 Co-Founder
Tower 28 MakeWaves Mascara ($20)
“Tower 28 MakeWaves Mascara in brown has great applicator brush that is small enough for my short straight lashes. Because I’m an ophthalmologist as well, I love that it’s great for sensitive eyes.” — Dr. Julie Chung, T3 Co-Founder
Soft Services Theraplush Overnight Repair Treatment ($62)
“I keep the refillable hand cream pump on my desk at all times because the fragrance-free formula, packed with ingredients like retinol, colloidal oatmeal and panthenol, deeply hydrates my hands and cuticles while still feeling chic enough to leave out.” — Amy Liu, Tower 28 Founder and CEO
KraveBeauty Beet The Sun SPF 40 ($20)
“I love KraveBeauty Beet The Sun SPF 40 as we head into warmer months. It’s a barely-there sunscreen. We worked with one of the best Korean formulators to achieve the cosmetic elegance and effortless wearability that many U.S. sunscreens still fall behind on.” — Liah Yoo, KraveBeauty Founder
Hawthorne Bergamot Bounce Gel Hand Wash ($17)
“Hawthorne Bergamot Bounce Gel Hand Wash is like a luxury fragrance hand soap on a budget. The texture has a nice weight to it, with an uplifting citrus, bergamot and cedar aroma. It’s fully stocked in my home bathroom and at our KraveBeauty office sink, too.” — Liah Yoo, KraveBeauty Founder
