Happy Asian American Pacific Islander Heritage Month!! #AAPI
Did you know there are lots of Asian American owned brands and AAPI businesses that you can support these days? I’ve compiled this list of the ones that I’d love to check out. Most of these brands are new to me or I’d only recently heard about them in the past few years, and some I didn’t know were Asian American owned!
It can be a little tricky figuring out if a brand is Asian owned or Asian American owned, especially with K-beauty and J-beauty trending these days. In the past, when there were much less Asian American owned beauty brands (if even any I’d known about), I was a huge fan of Korean skin care and Japanese cosmetics. While I still like them, these days I’d like to be more conscious and intentional in supporting Asian American owned brands since I am Asian American. It also means supporting local and possibly cutting down on the environmental costs of global shipping and air freight.
The brands below are listed by category and in alphabetical order. If you think I’ve left out a notable brand or have mistakenly identified an Asian owned brand as Asian American, please gently let me know.
For AAPI owned brands and businesses in other industries, check out my other round up at “Asian American Brands to Support.”
Beauty
CLE Cosmetics
According to their Instagram, CLE Cosmetics “is a minimalist lifestyle brand designed to support the contemporary womxn with self-care basics.” They sell skin care items and a few makeup products. They have a CCC Cream which stands for “Color Control & Change Cream” which sounds interesting! Their products are based on Korean beauty technology and are vegan, cruelty-free, and ethically made.
Website: clecosmetics.com
Where to buy: on their website
cocokind
I think I first saw this brand on Instagram and then Target’s AAPI Spotlight. cocokind “is a conscious beauty brand based in San Francisco.” The skin care brand promotes itself as plant-powered, sustainable, affordable, and cruelty-free. The founder, Priscilla Tsai, is a daughter of Taiwanese immigrants.
Website: www.cocokind.com
Where to buy: on their website, Target, Whole Foods, and other retailers
EM Cosmetics
This makeup brand was founded by Michelle Phan, YouTube beauty influencer and successful businesswoman. The products are cruelty-free and most are also vegan.
Website: emcosmetics.com
Where to buy: on their website
Glow Recipe
I’ve seen this brand a lot over the past few years and their adorable packaging is so easy to spot and recognize. I’ve yet to take the leap but I’m very tempted to try their products. I believe Glow Recipe started as a website and online store curating K-beauty products before launching their own skin care line back in 2017. Their attractive beauty products are cruelty-free.
Website: glowrecipe.com
Where to buy: on their website or at Sephora
Good Light Beauty
This is a very new skin care line that just launched in March 2021! The founder is David Yi, who is also the founder and editor of Very Good Light. The brand strives “to reflect the diversity and fluidity of the world we live in today.” Their products are vegan, cruelty-free, and sustainably produced.
Website: goodlight.world
Where to buy: on their website
Jason Wu Beauty
Jason Wu is a Taiwanese American fashion designer known for designing Michelle Obama’s gowns. His beauty products are cruelty-free and can be found in select Target stores at budget friendly prices. The Hot Fluff lipsticks look nice and I may pick one up if I ever find them in stores.
Website: jasonwubeauty.com
Where to buy: on their website or at Target
Jin Soon
Jin Soon Choi is a celebrity manicurist who opened up spas in New York City. I’ve been eying the Flower Art set which comes in a beautiful box. If celebrities love her so much, her nail polish lacquers are probably also of great quality!
Website: jinsoon.com
Where to buy: on their website or specific retailers
Joah Beauty
Joah Beauty is 100% cruelty-free and a very affordable Korean beauty inspired skin care and cosmetics brand that you can find in CVS drugstores. What’s not to like about that?
Website: joahbeauty.com
Where to buy: on their website or at CVS
Patrick Ta Beauty
Patrick Ta is a Vietnamese American celebrity makeup artist and his makeup line looks sophisticated, luxurious and elegant. My eyes go gaga over the darling blush, lip glosses, and lipsticks. You’ll be mine, soon.
Website: patrickta.com
Where to buy: on their website or at Sephora
Peach and Lily
Peach and Lily began as a website that sold Korean brands, which it still does, and has branched into selling its own skin care line. The Glass Skin Discovery Kit is $39 for $65 value of four products and seems like a great way to try out their line.
Website: www.peachandlily.com
Where to buy: on their website or at Ulta beauty stores
Sweet Chef
Sweet Chef is the sister brand of Glow Recipe. Their skin care products are made in Korea, vegan, and cruelty-free. They’re also committed to sustainability and their containers are100% recyclable. The price point is much lower than Glow Recipe ($3.50 sheet masks to $24 beauty oil) which makes them more affordable and easy to access.
Website: sweetchefskincare.com
Where to buy: on their website or at Target stores
Tatcha
Tatcha is a Japanese beauty inspired brand founded by Victoria Tsai in San Francisco. The line has mainly skin care products but has expanded to include makeup items such as primers and setting powder. Their pretty packaging looks very elegant.
Website: www.tatcha.com
Where to buy: on their website or at Sephora
Then I Met You
This Korean-inspired skin care line was founded by Charlotte Cho, who also founded SokoGlam.
Website: thenimetyou.com
Where to buy: exclusively on their website and SokoGlam.com
Three Ships Beauty
Three Ships Beauty is a skin care line that’s 100% plant-based, vegan and cruelty-free. Products range from $13.99-$30.99. I have to say they have the nicest social media team that sent a nice message when I started following their Instagram. That’s very, very rare in my experience.
Website: threeshipsbeauty.com
Where to buy: on their website or Target
Tower 28 Beauty
Tower 28 Beauty is really high on my wish list right now! I’ve seen their products on Instagram and have read the rave reviews online. The brand is vegan, cruelty-free, female founded, and made in Los Angeles, California. The prices aren’t too bad either ($14 lip glosses to $20 face and cheek products).
Website: www.tower28beauty.com
Where to buy: on their website or Sephora
More resources:
“24 Asian-Owned Beauty Brands You Should Know About“
Leave a comment if you’ve tried any of these brands and please share what your experiences have been!
Kiana Le 
Oh wow! You did a lot of research on this. Thanks for looking out. Gotta give some of those products a try.
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Mahalo! Aww thank you for noticing. If you think this is a lot, you should see all my notes on moving to Dallas and Austin. Hoping we can both try some of these products! 💄💋
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