20 AAPI-Owned Makeup & Skincare Brands That Should Be in Your Beauty Bag

Celebrate Asian American and Pacific Islander Heritage Month with these must-have finds from AAPI-owned skincare and makeup brands.

By Kristine Fellizar, Ella Chakarian May 03, 2023 11:00 AMTags
E-Comm: AAPI-owned beauty brands to support

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In case you didn't know, May is AAPI Heritage Month. There are so many different ways to honor the month, whether you choose to donate to non-profit organizations that support the AAPI community or shop Asian-owned brands.

If you're like us and love discovering new makeup and skincare products, it's the perfect time to try AAPI-owned beauty brands to find some of your new go-to products. And, if you don't know where to start your search, you're in luck! We've rounded up 20 AAPI-owned beauty brands and the products you'll want to add to cart ASAP.

From Youthforia's "first of its kind" color-changing blush to Shayde Beauty's transformative skincare products for melanin-rich skin, there are some amazing AAPI-owned brands that deserve a front-row spot in your beauty routine. Check them all out below.

11 AAPI-Owned Brands To Support Throughout May & Year-Round, Too


Founded by Fiona Co Chan, Youthforia is a makeup and skincare line that brings the fun out of beauty. The brand's bestselling BYO Blush took social media by storm as a "first of its kind" color changing blush oil that reacts to the skin's natural pH for the perfect shade match.


Cat Chen is the founder of SKYLAR, a clean, hypoallergenic fragrance label that whips up some of the dreamiest scents. Our personal favorite? This Vanilla Sky Eau de Parfum that has notes of cappuccino, pure vanilla and caramelized cedar.

Wander Beauty

Wander Beauty was co-founded by Divya Gugnani, who, with her co-founder Lindsay Ellingson, wanted to unlock the best multitasking beauty essentials that you could take anywhere and everywhere. The label has a ton of versatile and effective makeup and skincare products, like these gold-toned hyaluronic acid under eye patches that will have you looking and feeling like a million bucks.

Shayde Beauty

Shayde Beauty was founded by Shay Paresh, who felt rattled by the statistic that 40% of Americans with skin of color were being underserved by the beauty industry. Her solution? A skincare company with melanin-rich skin in mind. Shayde Beauty has an array of products that cater to melanated skincare needs, from acne scars to hyperpigmentation, like this Brightening Serum with vitamin C, green tea and kojic acid.


Tatcha is a luxury skincare brand whose products are tooted in Japanese rituals. If you're new to the brand, any of their award-winning moisturizers are worth a try. But since many of us spending more time outside, we recommend keeping an eye out for their hydrating Silk Sunscreen Mineral Broad Spectrum SPF 50 PA++++.

Glow Recipe

You may recognize Glow Recipe for their colorful serums and fruit scented skincare products. If you're looking for something new to try, the deliciously scented Strawberry Smooth BHA + AHA Salicylic Acid Serum will help to smooth texture, clear breakouts, and refine pores, while calming the skin. 

Tower 28

Tower 28 is a clean beauty brand made for sensitive skin. Their best-selling ShineOn Jelly Lip Gloss is a Sephora shopper fave with over 459.6K "loves." It was made to give you the shine of a lip gloss while being non-sticky and moisturizing. 


JINsoon is a female-owned, cruelty-free nail brand created by top runway artist and nail spa founder, Jin Soon Choi. If you want to try some of their polishes, get your hands on the Encore Collection. It features three of their cult-fave shades: Ardor (an Old Hollywood glam pink-red), Prim (a soft beige) and Gala (a pretty rose gold glitter). 


Ann McFerran wanted to shares her creativity and passion for confidence through fun and playful beauty products with the world, and she did just that with Glamnetic. With everything from stunning falsies to effortlessly chic press-on nails, Glamnetic's quick and easy beauty products are a must-have.

Patrick Ta

Celebrity makeup artist Patrick Ta wanted to create makeup that that made women feel confident and beautiful in their own skin. There are so many great makeup products to try like the award-winning Major Sculpt Creme Contour & Powder Bronzer Duo. This cream and powder contour and bronzer duo offers buildable coverage and will give you a lovely luminous glow. 

Hero Cosmetics

Hero started in 2017 when co-founder and CEO Ju Rhyu had a pimple emergency. Chances are, you've seen their Mighty Patch Original pimple patches all over social media. They're super affordable, have over 122,000 five-star reviews on Amazon, and reviewers say they work so well they're practically "witchcraft." 

Live Tinted

Live Tinted first began when founder Deepica Mutyala went viral for her YouTube video on a red lipstick hack that can cover dark eye circles. Fast forward to today, Live Tinted is a beauty brand focused on inclusive, diverse beauty. If you want to try out the brand, check out their award-winning Huestick Multistick, which can be used to add some color to eyes, lips and cheeks.  

Then I Met You

Then I Met You is a skincare line created by Soko Glam co-founder, Charlotte Cho. The Cleansing Duo features to award-winning products made to deep clean, clear and brighten the skin. 

Kulfi Beauty

Kulfi Beauty was created by Priyanka Ganjoo after spending years helping beauty brands develop and grow, and noticing a serious lack of South Asian representation. Their Underline Kajal Eyeliner is an award winner that was formulated to last all day long. "Bye bye raccoon eyes!" 

Le Mini Macaron

Le Mini Macaron was created after co-founder Christina Kao wanted to find an easy and affordable way to recreate a salon manicure at home. Their super cute gel manicure kits are definitely worth a look as they feature an adorable macaron-shaped LED lamp with a USB cord so you can do your manicure anywhere. 

Strange Bird Beauty

Strange Bird was created to be a self-care skincare brand, with founder Tina Chow Rudolf creating products that can be used as part of a daily beauty and wellness routine. The Strange Bird Beauty Inner Light Moisturizer is made with hyaluronic acid and glow boosting oils to help give you soft, dewy skin.

CTZN Cosmetics

CTZN Cosmetics was created by three sisters Aleena, Aleezeh and Naseeha Khan who went shopping for cosmetics and noticed that none of the models looked like them. Their Nudiversal Lip Duo is a double-ended lip product that features a matte lipstick on one end a hydrating gloss on the other. 


Cocokind is a conscious, botanical-forward skincare brand made to help you achieve "glowy, happy skin." Their Resurfacing Sleep Mask is made with a plant-derived retinol alternative to help reduce the appearance of dark spots, fine lines and wrinkles while you sleep. 

Fable & Mane

Fable & Mane, founded by Nikita and Akash Mehta, was inspired by Indian traditions. Their cult-fave HoliRoots Pre-wash Hair Treatment Oil was made to give all hair types gorgeous, healthier-looking hair. 

Mount Lai

Mount Lai is a female, Asian-owned beauty brand rooted in traditional Chinese medicine. They have several must-have skincare tools including the Gua Sha Facial Lifting Tool that was made to help lift and smooth the skin.

Looking for more great brands to add to your beauty bag, home and beyond? Check out our favorite Armenian-owned labels to support now and always.

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