17 Asian American-Owned Beauty Brands To Support

“At Cocokind, we feel extremely grateful to be able to have that inspiration when we think about what products to develop and what ingredients to choose,” she said.

Tsai’s current staple from her line is the SPF. “It’s super easy to wear and it’s the first SPF that actually became a long-lasting habit,” she said. “We worked on it for three years before finalizing the lightweight but dewy formula!”

Cocokind Daily Sunscreen, $24.99

“I wanted to build a brand that was based on a different beauty ideal, with no boundaries, where everyone felt represented and accepted,” she said. “Initially, I think a lot of people are surprised that the founder of this beach-inspired brand is an Asian American, and my hope is that Tower 28 widens our perspective and works to eliminate those stereotypes.”

The brand’s SOS Daily Rescue Facial Spray is not only its hero product, but one of the first ones Liu formulated. “While desperately trying to find a solution for my eczema, I learned about the incredible healing properties of hypochlorous acid (the key ingredient in SOS), and it quite literally saved my skin,” Liu said. “The product is super gentle and versatile, and can be used to combat maskne, blemishes, flaky skin, rashes, acne, you name it!”

Tower 28 Beauty SOS Daily Rescue Facial Spray

When she later began working at ColourPop Cosmetics, she had the opportunity to be a face of the brand, and it gave her a sense of purpose. “I want to serve and inspire others who look like me that they too can do whatever they put their hearts and mind to,” she said.

With INH, Sharon is inspiring and helping others build confidence — all while helping erase the stigma of fake hair. The brand’s signature clip-in ponytail is made of a premium-quality, lightweight, vegan fiber from Japan and accurately mimics the look and feel of human hair. No wonder it’s become a big fan of influencers such as Desi Perkins, Jenn Im and Makeup Shayla.

Insert Name Here Clip in Ponytails, $49-$54

“I definitely feel like we had an instant bond because we were one of the few Asian Americans in the industry at that time, and this helped my career grow so much,” he said.

He launched his own brand, Patrick Ta Beauty, with the mission of helping everyone feel glamorous and confident in their own skin. “With my makeup, I want to offer everybody elevated but still wearable, essential, and easy to use makeup products to empower individual self-expression,” he said.

Ta became known for his signature look: the natural contour. The brand’s Major Sculpt Créme Contour & Powder Bronzer Duo can help anyone achieve a seamless, sculpted face. “The créme contour blends out so beautifully so you can look chiseled without any harsh lines and the bronzer adds the loveliest warmth to your face,” he said.

Major Sculpt Créme Contour & Powder Bronzer Duo, $38

Prim’s goal is to spread happiness through products that make people feel good, and that they can feel good about.

“We obsess over every touch point, from looking at our packaging, to holding our products, to smelling them on your skin and feeling their effects,” she said. “We really believe you can have an emotional connection with the products you use daily or, rather, why shouldn’t you have that connection!”

The brand’s body lotion is infused with 100 milligrams of calming CBD, as well as with nourishing Philippine Elemi oil. “Everyone who has used our Full Body High relaxing CBD lotion really appreciates how well it works,” Walmsley said.

Full Body High CBD Relaxing Body Lotion, $38

She became interested in beauty after college, but it wasn’t until she worked for an well-known Asian American founder that she learned how beauty can make people feel good, and even empowered, to express themselves and their values.

“Common Heir’s mission is to make skin care rituals more beautiful and sustainable, so that we’ll feel good about passing them down,” Lin said.

The recently launched brand made its debut with its vitamin C serum, which uses plant-based capsules as a delivery system instead of more waste-creating plastic bottles and pumps. “Not only are our capsules the perfect portion size for the entire face and neck, they also feature a deeply-penetrating, oil-soluble form of vitamin C called THD that promotes collagen production, visibly improves skin texture, and fades dark spots,” Lin said. “We also wanted to prove that you don’t have to compromise between what’s good for skin, and what’s good for the planet.”

Common Heir Vitamin C Serum, $88

“I always felt like an outsider. Finally, I became tired of waiting and left the world of corporate beauty to start Kulfi,” Ganjoo said. “Kulfi Beauty is the result of my journey rediscovering the joy in makeup for myself and reclaiming my beauty for myself.”

The brand launched early this year with its kajal eyeliners, which were traditionally made using almond and ghee or castor oils and used in South Asian culture to protect from the Evil Eye.

“No one has ever reimagined what kajal could be for our generation,” Ganjoo said. “Our formula uses aloe vera extract, safflower seed oil, and a vitamin E complex to help create a creamy formula that is smudgeable when first applied but won’t budge once it dries.”

Kulfi Kajal Eyeliner, $20

“Beauty was very much a common ground and bonding opportunity for us, and I think East Asian American culture, when perhaps we didn’t have much in common in how our childhood was to her experience,” Shapiro said. “I love the community aspect of beauty — sharing the tips and secrets and discoveries.”

Shapiro said MYTH, the popular Ellis Brooklyn fragrance, was one that she created with Jerome Epinette to actually wear herself. “I was looking for the perfect white musk, one that was sexy but in a slouchy white T-shirt kind of way rather than a stereotypical red dress,” she said. “Musk perfumes can be difficult to explain sometimes. But MYTH really kicked off Ellis Brooklyn in a big way. I love that it’s my personal scent too.”

Ellis Brooklyn MYTH Eau de Parfum, $100

Through her holistic lifestyle brand, her goal is to help people connect to their true selves and the beauty within. “When we do this, we discover joy, peace and confidence,” she said.

The brand’s Feel Good Vitamin C serum is very potent and uses a stable form of vitamin C called ASC2P (most vitamin C in products isn’t really active). “I think every woman deserves to glow, and to feel her true unique, magnetic presence, which I believe we can all access,” Snyder said. “It helps create a gorgeous, healthy glow for all that wears it!”

Feel Good Vitamin C Serum, $56

Unlike other vitamin C products on the market that focus on brightening dark spots, Ranavat takes a holistic approach by also controlling inflammation through the presence of turmeric, as well as slowing the signs of aging through the adaptogen ashwagandha. “I’m also proud of this treatment because it is based on the ancient formula of the ‘miracle elixir’ — this combination of saffron and turmeric has been used for a long time and still remains the ‘queen of facial oils’ for those that use it,” Ranavat said.

Ranavat Radiant Rani, $135

Rhyu keeps Mighty Patch on hand in case of breakouts, paper cuts or blisters. “My personal favorite is Mighty Patch Invisible+, which is whisper thin and a barely-there patch,” she said. “I wear it out during the day and no one can really tell!”

Hero Cosmetics Mighty Patch Invisible+, $17.99

“For people of color it can almost feel like you’re supporting an industry that does not seem to care much about you in return. We wanted to break this norm through the CTZN brand, so we made sure to create a community that welcomes all races, ethnicities, and genders,” the Khan sisters said.

The brand’s signature Nudiversal Lip Duo comes in 25 shades, making it the largest nude lip collection in the market. “With this collection, we’re addressing the misconception that nude is only beige, which is why our range spans from a warm beige shade all the way to a fudge brown shade — because both are examples of nude for someone!” the sisters said.

The collection has also won multiple beauty awards and made fans out of Lizzo, Mariah Carey, Hilary Duff, Doja Cat, Ciara and more.

CTZN Nudiversal Lip Duo, $25

This is what Good Light is all about — creating a space in the beauty industry where everyone feels represented and empowered.

The brand’s Moon Glow Milky Toning Lotion is an all-in-one situation that “makes you glow like the full moon,” as Yi said. “I love that it’s soothing, has actives like ceramides and beautiful, natural AHAs from fruits,” he said. “It also nourishes your skin with snow mushroom extracts, oat kernel, and so, so much more.”

Good Light Moon Glow Milky Toning Lotion, $22

The brand is famous for its innovative products such as the cult-favorite Glass Skin Refining Serum, which kicked off the “glass skin” movement in the industry.

“It’s not about achieving a superficial glassy look or achieving unrealistic skin care goals,” Yoon said. “Glass Skin represents skin that’s healthy and luminous from within. I’m passionate about this mission because as a long-time eczema-sufferer, I believe healthy skin is for all.”

Glass Skin Refining Serum, $39

“After years of frustration, I decided to partner with my nephew, Dr. Tanuj Nakra, to develop a skin care line with medical-grade ingredients that are suitable for all skin types,” Vyas said. “There is a misconception that darker skin tones do not suffer from sensitivity issues, which I can tell you firsthand is not true!”

The products are really designed to be used together in a layering system, but the Avya Anti-Aging Power Serum is a standout product. It contains microencapsulated pure vitamin C, antioxidants, peptides and key botanical extracts that can be used on any skin type or condition.

“As a physician, I always recommend that all my patients use a vitamin C serum daily — it’s one of the most important active ingredients that can truly do it all: prevention, rejuvenation, and real improvements in skin tone,” Nakra said.