We're Obsessed With These 23 AAPI-Owned Makeup & Skincare Brands Making Waves In The Beauty Industry

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, Jenny Lee May 04, 2024 12:23 AMTags
Shop AAPI Beauty BrandsPhoto Courtesy of Getty Images - Plan Shooting 2 / Imazins

We independently selected these products because we love them, and we think you might like them at these prices. E! has affiliate relationships, so we may get a commission if you purchase something through our links. Items are sold by the retailer, not E!. Prices are accurate as of publish time.

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 nonprofit 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 23 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.

CTZN Cosmetics

CTZN Cosmetics was created by three South Asian sisters who went shopping for cosmetics and noticed that none of the models looked like them. Their TikTok-viral Nudiversal Lip Duo is a double-ended lip product that features a matte lipstick on one end a hydrating gloss on the other. Score a three-piece bundle valued at $76 (with two Lip Duos & one Lipstroke lip pencil) for less than $50 before it sells out.

Psst, the brand is also having a sitewide sale right now! Use promo code MAX20 for 20% off all orders of three products or more.

NatureLab Tokyo

By blending the rich heritage of Japanese culture with innovative botanical technology, NatureLab Tokyo has created a line of clean, high-performing hair care products that foster scalp health. Our favorite pick is this bestselling scrub & shampoo that's packed with nourishing ingredients like probiotic-rich sake water, hyaluronic acid, platinum fiber, and plant extracts. Because of this, it's able to exfoliate and deep clean without completely stripping your strands of moisture like some other (much higher-priced) treatments do.

Em Cosmetics

Em Cosmetics was developed by OG beauty influencer Michelle Phan, and the products fully live up to the hype. The makeup brand's philosophy focuses on empowering you to embrace your natural beauty & creativity while confidently harnessing your inner magic — something we can fully get behind. As hard as it is, if we had to choose one fave product, it would be this cult-fave Magic Hour lip luminizer, which is formulated with ingredients like hyaluronic acid & vitamin E and is available in nine universally flattering shades.


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 pore-perfecting Silken Sunscreen SPF 35.


For all our fellow sensitive skin girlies who are looking for high-quality skincare, Superegg is a brand that won't disappoint. Its products are carefully crafted using powerful, plant-based formulas that are as good for you as they are for the planet. These depuffing cheek & eye masks are a particular favorite of ours — they instantly boost your skin's elasticity and help promote cell turnover/regeneration. In other words, hello, filter-worthy skin.

Glow Recipe

You may recognize Glow Recipe for their colorful serums and fruity 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 Beauty

Tower 28 Beauty is a clean beauty brand made for sensitive skin. Their best-selling ShineOn Jelly Lip Gloss is a Sephora shopper fave with over 976.2K "loves." It was made to give you the shine of a lip gloss while being non-sticky and moisturizing.

It's also worth noting that their SOS Daily Rescue Facial Spray is making insane waves in the BeautyTok community for how effective it is in protecting your skin against breakouts and irritation (for all my sensitive skin, fitness & travel girlies).


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). 

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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. His eponymous brand features 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 Cosmetics 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 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

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.


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.

If you're looking for more beauty must-haves, check out the 10 best e.l.f. Cosmetics products that work as well (or better) than high-end products!