As an avid beauty consumer, I firmly believe that I have a lot of power in how I choose to spend my money. With my hard-earned dollars, I am able to support the brands that I feel are most inclusive and cater to my skin type and tone. Growing up, I often had trouble finding products that were right for me because they were not created with people like me in mind. But the beauty space has massively grown since then, and brands today are much more mindful of inclusivity. In honor of Asian-American Pacific Islander Heritage Month in United States, I want to highlight Asian owned beauty brands that I regularly support, and hope that other people do as well.
Not only do I feel a strong sense of camaraderie and power by giving my money to these brands, but their products are also made with people like me in mind. Products from these brands actively cater toward skin tones with more melanin. They also work to combat skin conditions that are common in other Asian people. (Peach & Lily’s founder created the brand to help deal with her own eczema, which is actually how I became interested in skincare myself.)
The stories of these brands are inspiring, to say the least, and I’m proud to work in an industry that celebrates diversity. With these huge brands at the forefront of the conversation, beauty lovers everywhere can continue to make this passion of ours just a little more inclusive.
Though Glow Recipe is primarily a K-beauty retailer, their own in-house line is just as good as — or better than — the other products they carry. All of their products have fun names and cute packaging, but don’t let that fool you. The products are high-performing, but still lightweight. You will definitely get the perfect K-beauty glow with just one application. The company was founded by Sarah Lee and Christine Chang, who pitched it on Shark Tank back in 2016, and both still run it to this day.
Hero Product: Glow Recipe Watermelon + AHA Glow Sleeping Mask, $45
Founded by Taiwanese-American Vicky Tsai, Tatcha is known for taking Japanese super ingredients and packaging them in high-performing skincare. The brand feels sophisticated and luxe, and has a price point to reflect that. You can use their skincare products under makeup, in your night routine, or on their own. For a natural glow, try layering their Luminous Dewy products together.
Hero Product: Tatcha Luminous Dewy Skin Mist, $48
Indian YouTuber Deepica Mutyala originally created Live Tinted as a community for beauty lovers of color to share their stories. After building a following on that platform, the brand launched its first product at the beginning of this month. The Huestick is inspired by Deepica’s first viral video, where she used lipstick to color-correct her under eyes. The response to their first product has been overwhelmingly positive, so I’m sure it’s not long before they release their next launch.
Hero Product: Live Tinted The Huestick, $24
Few influencers have had as much success with their eponymous product lines as Huda Kattan has. Huda Beauty has taken the makeup world by storm, from their beautifully blendable eyeshadow palettes to their intensely pigmented lipsticks. Originally from Dubai, Huda originally created her line with Middle Eastern women in mind, but many others outside that demographic now count on their products.
Hero Product: Huda Beauty Tantour Contour & Bronzer Cream, $30
Peach & Lily
Like Glow Recipe, Peach & Lily is another K-beauty retailer with a killer in-house product line. Alicia Yoon founded the company as a way to help solve her problems with eczema, and has now built a brand that caters toward people with skin sensitivities. The products curated by the P&L team are clean, lightweight, and best yet, affordable.
Hero Product: Peach & Lily Wild Dew Treatment Essence, $39
Sunnies Face makes me proud to be a Filipino. Unfortunately, the Manila-based brand is not yet available outside of the Philippines. However, I thought it was worth a mention because of its massive success. Until recently, they only sold one product — the Fluffmatte lipstick — which was constantly sold out on their site. They have since expanded their product line, and founders Georgina Wilson, Martine Cajucom, Bea Soriano Dee and Eric Dee are all still at the helm.
A lesser-known fact about beauty-blogger-turned-CEO Marianna Hewitt is that she is half Vietnamese on her mother’s side. She and her best friend, Lauren Gores, created Summer Fridays with masking ease in mind. The products are totally no-frills in their presentation, but still look effortlessly chic on a vanity. (And the masks themselves are pretty amazing, too.)
Hero Product: Summer Fridays R+R Mask, $52
Each product we feature has been independently selected and reviewed by our editorial team. If you make a purchase using the links included, we may earn commission.