18 of the Coolest AAPI-Owned Beauty Brands That Put the "Hype" in Bae
From haircare down to nails — these are the brands you need in your IG shelfies.
When it comes to getting your “glow” on or partaking in popular TikTok trends like the gua sha method — AAPI beauty brands are single handedly the community to thank for these impactful and viral beauty moments.
Many of these “trends” aren’t actual trends at all and are cultural practices passed down through generations of Asian and Pacific Islander communities and given to beauty enthusiasts as an undeserving gift by AAPI brand founders. Brands such as Hypebae’s Beauty Awards Winner, Kulfi Beauty and haircare brand Ranavat‘s product practices are deeply rooted in South Asian traditions that are shaping today’s global beauty industry with their next-level innovations and technologies.
When you show genuine support to AAPI-owned beauty brands, you’re investing in minority communities, helping a founder keep the tradition of their ingredients and routines alive, and giving reverence where it’s due rather than appropriation — and this is what it’s all about.
Many amazing AAPI beauty brands are on the market, but we’ve rounded up our 18 favorites that deserve a space on your top shelf. Keep reading on for more.
Skincare Brands:
There’s something to be said about how Glow Recipe transformed how we interact with fruits and skincare. All of their fruit-infused products are a major hit and they’re the first K-beauty brand to introduce the masses to multi-step skin regimens.
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EADEM
EADEM is another Hypebae Beauty Awards Winner, which has quickly become one of the buzziest brands in the beauty space. Founders Alice Lin Glover and Marie Kouadio Amouzame are on a mission to redirect our approach to dark spots and hyperpigmentation. Their stellar products such as the “Milk Marvel” dark-spot serum and “Cloud Cushion” a niacinamide-infused moisturizer will the winning duo to taking your skin’s confidence back.
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Hero Cosmetics
Co-founder and CEO of Hero Cosmetics, Ju Rhyu created the brand out of the desire to cultivate products that addressed breakouts and issue-prone skin. Hero Cosmetics’ stellar “Mighty Patch” pimple stickers quickly helped the brand rise to popularity, helping Rhyu rewrite the narrative around what “good skin” really is.
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Tatcha
Tatcha, rooted in Japanese beauty practices, is known for its luxe and effective products and will leave you with that coveted “glow.” The formulas are packaged in iconic lavender bottles that fit perfectly on your countertop.
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U Beauty
U Beauty is definitely for “thee gworls” and rightfully so. Founded by OG beauty and fashion legend Tina Chen Craig, the brand offers elevated yet relevant products that will simplify your beauty routine. These items deliver results and allow you to indulge yourself from head to toe.
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The brand was created by Glossier alumnae Annie Kreighbaum and Rebecca Zhou, and consist of body treatments that are more than deserving of the hype. The products come housed in super sleek packaging that is equipped with skin-changing formulas for sensitive skin concerns.
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Founded by in 2020 by licensed esthetician Erica Choi, this holistic brand wants to upgrade your self-care rituals with plant based skincare products inspired by Korean beauty philosophies. The formulas aim to restore and balance the skin to help create a smooth, radiant and healthy complexion.
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Led by a powerhouse team consisting of board-certified dermatologist Dr. Courtney Rubin, entrepreneur Kimmy Scotti and cosmetic chemist Lizzy Trelstad, the company wants to meet you at every stage of life via your skincare routine. It’s products are formulated for acne, oily skin, sensitive skin and even pregnancy and nursing skin changes.
Makeup Brands:
Kulfi Beauty
Kulfi Beauty’s founder Priyanka Ganjoo celebrates her colorful South Asian community through the joy of makeup. The brand carries a beautiful range of kajal liners that evoke a desire to get creative and take the time to have fun and play with your glam.
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One/Size by Patrick Starrr
OG Filipino-American YouTube vlogger and beautypreneur Patrick Starrr created the first one-size-fits-all beauty brand that speaks directly to inclusivity and equality. The brand is meant for all but really is after the hearts of the girlies that love the power of a sickening beat ‘zown.
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Patrick Ta Beauty
Vietnamese celebrity makeup artist Patrick Ta may be a celebrity makeup artist to the stars, but he created Patrick Ta Beauty with the girls who blush in mind. Enough said.
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Tower 28
Tower 28 makes beautiful products with one important thing in mind: sensitive skin. Everything from the line is hypoallergenic, non-comedogenic and dermatologist tested and approved.
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The South Asian born, Los Angeles-based Khan sisters developed their brand after noticing a lack of Asian and Middle Eastern models in ad campaigns while shopping in a beauty store. The trio is committed to empowering inclusivity and self-expression through highly pigmented products.
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Bringing fun back to the cosmetics landscape, Etude’s sleek pink packaging and cute cat emblem house everything you need to create photo worthy looks. From eyeshadow palettes to glow serums you need these items in your makeup kit.
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Live Tinted leans on celebrating all of the complexions that make up the beauty community through it’s vast array of shade ranges and product offerings. Some of the brands best-sellers include a hyperpigmentation serum stick, color corrector crayon and 3-in-1 mineral sunscreen.
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Haircare Brands:
Ranavant
Founder Michelle Ranavat is recognized globally as a pioneer in the Ayurvedic skin and haircare space for developing unparalleled formulations. The products from the brand are a direct honor to Michelle’s South Asian heritage. Each formula in the lineup infused with the highest caliber Ayurvedic ingredients for truly transformative skin and haircare results across all skin and hair types.
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Fable & Mane
Fable & Mane’s haircare products are rooted in Ayurvedic secrets ingredients and beauty secrets from the founder and siblings Akash and Nikita Mehta’s mother. The brand’s heritage can be found in its hair oils and shampoos that work to keep tresses healthy and strong.
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Insert Name Here
This is the brand for girlies looking for sleek and pulled-back hair or textured drama. Insert Name Here’s hair pieces make styling your hair in celebrity-inspired looks a breeze.
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Born from its founders Ayurvedic beauty upbringing courtesy of their grandmothers, Shaz & Kiks aims to combine history, heritage and rich ingredients. Through its best-selling hair masks and other offerings, the company is set on making Ayurvedic haircare more accessible and mainstream.
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Caring for your hair is more than the products and formulas you use, it’s also about having quality tools in your rotation. Emi Jay creates durable, beautifully designed hair accessories, products and tools like clips, brushes, scrunchies and smoothing balm.
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Nail Brands:
JinSoon
Korean-born Jin Soon Choi, the founder of JinSoon, is an expert nail artist who launched her eponymous nail polish brand and salons with an Asian-inspired focus and playful approach to manicures.
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Le Mini Macaron
Le Mini Macaron was founded and created by Christina Kao with the idea to make the process of at-home mani-pedis less daunting and more accessible. The brand quickly rose to viral popularity during the earlier days of the pandemic with its suite of nail tools and polishes that are easy to use and long-lasting.
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If you’ve ever visited a nail salon you’re more than likely to have seen Aprés Nail products as the brand makes polishes, nail extensions, tools and more. Whether you’re a bold design or simple polish girlie the brand has something for you to try out on your next set.
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Sundays is both a nail salon and nail care brand fostering a space where wellness is the focal point. The brand’s polishes are cruelty-free, 10-free and it’s bold bright colors are long-lasting. So sit back, relax and book an appointment on the brand’s website at a salon near you.
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Fragrance Brands:
Elorea
Elorea, with its unisex scents, is the next level in K-beauty. Founded by a Korean-American couple, the collection honors and celebrates the heritage and cultural sensorial experience of South Korea.
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nette
Carol Han Pyle‘s brand Nette is known for its beautiful candles expanded into the fragrance category in 2023, creating a space for sustainable yet elevated fragrances.
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Smelling delicious is the name of the game for Phlur’s vast fragrance lineup. The brand’s offerings include everything from deep, rich ouds to juicy mangos, so there’s a perfect pick for every scent lover.
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Find your new signature scent with Ellis Brooklyn’s fragrances that can easily take you from day to night. The company also offers candles and body lotions to help create total sensorial experiences.
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