Asian-Owned or Founded Beauty Brands

Paving the way to inclusive beauty

We’re on a mission to achieve equal representation in the products you see every day. To kick off Asian American and Pacific Islander Heritage Month, we asked our friends from Asian-owned & founded brands to share what the month means to them.

Ju Rhyu

Hero Cosmetics Ju credits her Korean heritage for the creation of Mighty Patch, the acne patch product that started her super-powered brand. While working in Seoul—her birthplace—she discovered the efficacy of Korean acne patches and set out to share their secret with those back home in the US. "AAPI Heritage Month is special to me and to Hero Cosmetics because had I not been Korean American, the brand and company might not exist."

Priscilla Tsai

Cocokind Priscilla makes it a point to stay humble and grounded in what really matters when it comes to her business—values she learned from her Taiwanese immigrant parents who built a life in the US through hard work and determination. Because of that, Cocokind aims for higher standards around ingredients, formulations and impact on the environment by being a conscious beauty brand for all. "The Asian culture has had a profound impact on the development of skin care routines, and we feel extremely grateful to be able to have that inspiration when we think about what products to develop and ingredients to choose!"

Sarah Lee & Christine Chang

Sweet Chef Made with love in Korea and inspired by popular K-Beauty trends like layering serums aka "double seruming," Sweet Chef’s veggie and vitamin-packed products are designed to be mixed and matched so that you can make your own concoctions and be the chef for your skin. "AAPI Month is a reminder to continually uplift the voices of the AAPI Community. As a brand rooted in Korean heritage, it’s important to celebrate our culture and the inspiration behind our products."

Jason Wu

Jason Wu Beauty Jason’s brand was born out of his mission to create exquisitely crafted, elevated multi-purpose products that reveal individual beauty. "I am incredibly proud of my Asian heritage and to be able to launch a beauty collection that embraces diversity and celebrates individuality is really thrilling. Growing up, there was not a lot of Asian representation in beauty. While there have been great strides in the rise of the AAPI community within the fashion and beauty industry over the last decade, our work is far from over."

Susan Yara

Naturium Susan identifies her mom’s perseverance as an immigrant in America as a big inspiration for creating her own skin care line. Naturium offers solutions for every person regardless of age, ethnicity, or gender out of the belief that you can achieve your dreams if you give it your all. "[My mom] instilled in me the importance of good skincare and self care habits at a young age and…[she] made incredible sacrifices to help me realize my dreams. I made Naturium for her, and everyone who works hard everyday. We all deserve a little self-care."

John Chang

Dashing Diva Inspired by bold beauties who choose to be uniquely themselves rather than conform to a standard, Dashing Diva creates accessible, easy to use, at-home products powered by one purpose: empowering you to own your Diva from your fingers to your toes."As a Korean American, AAPI heritage month is truly meaningful to me as it helps celebrate how the diversity of our culture and background contribute to the beauty industry. The proliferation of nail salon services by the first generation of Asian Americans inspired me to innovate DIY products that offer convenience and creativity.”

Jenn Chiba

House of Lashes Truly starting from the ground up, House of Lashes was born in Jenn’s parents’ home with her mother as her first small investor. To this day, House of Lashes remains family-oriented at its core and is a private company driven by the desire to inspire and empower people regardless of age, race or gender to feel beautiful with lashes that not only complement their diverse eye shapes but their unique personalities, too. They believe that real beauty comes from compassion, kindness and inclusivity and are proud to stand with diverse communities under the belief that we are stronger together.

Connie Lo

Three Ships Beauty Growing up, Connie always wanted to be an entrepreneur but rarely saw business owners that she could identify with. Despite that, her love for skin care pushed her to scrape together her savings and start crafting her own formulations in her kitchen with co-founder Laura to create transparent, effective, and affordable natural skin care."…I struggled with fitting in, and constantly felt like ’the other.’ I’m trying my best to be the role model I wanted to have back when I was younger, to inspire the next generation of Asian American youth. AAPI Heritage Month is so important because it celebrates diversity and encourages people who may not have otherwise considered themselves worthy to celebrate their culture, rather than hide it."

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