Our Fave Asian-Owned Beauty Brands You Need To Know About, STAT!

Beauty News

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To celebrate Asian American and Pacific Islander Heritage Month (AAPI), we’re shining a light on seven Asian-owned beauty brands that have earned a permanent spot on our shelves. While each prioritizes high-quality ingredients, their formulas are doubly special because they’re a shoutout to their beautiful heritage. From Soft Services’ game-changing body solutions to RANAVAT’s Ayurvedic elixirs, these Asian-owned brands deserve praise 24/7/ 365. We predict a major pamper sesh soon.

1. Tower 28 Beauty

The 101: As a beauty connoisseur with eczema, Founder Amy Liu knew the industry lacked affordable options that catered to her skin type. So, she took the badass route and launched Tower 28 Beauty, “The first beauty brand that’s 100% clean, vegan, and free of every known skin irritant.” Every glow-giving product is available in various shades and made with high-quality ingredients, all approved by the National Eczema Association. Did we mention that their prices are pretty amazing too?

The must-buy: Tower 28 Beauty ShineOn Jelly Lip Gloss, $15.


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The 101: Launching a new beauty brand is no easy feat but collabing with like-minded women makes it SO much easier. That was the case for Marie Kouadio Amouzame and Alice Lin Glover, who ditched their Marketing careers at Google to create EADEM. Their collection uses botanical ingredients and science-backed formulas to gently care for skin of color and help everyone feel confident in their skin.

The must-buy: EADEM Cloud Cushion Plush Moisturizer with Ceramides + Peptides, $58. We love how it features Snow Mushroom, an ingredient Glover’s mom would famously use in her cooking!

3. Soft Services

The 101: During their time at Glossier, Co-founders Rebecca Zhou and Annie Kreighbaum realized many skincare brands offer products specifically for your face, not your body. This was a problem for many (including themselves) who wanted a solution for common body issues like backne and keratosis pilaris. The friends decided to take matters into their own hands and redefine their relationship by co-founding Soft Services, a skincare line dedicated to the skin below the neck. Today, their collection includes smoothing, exfoliating, and cleansing formulas that are good for the planet and even better for your body.

The must-buy: Soft Services Clearing Duo Clearing Clay & Clearing Mist, $54.

4. Supernal

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The 101: Thanks to the women in her life, Founder Melissa Medvedich learned that skincare = self-care from an early age. She kickstarted her career in graphic design but returned to skincare, her OG passion, in 2016 and decided to launch her very own brand, Supernal, which means relating to the sky or the heavens. Her botanical formulas harness the skincare powers of plants and are packaged and bottled in her very own studio. Luxe in form and function, her babies aim for the stars and don’t miss.

The must-buy: Supernal Cosmic Glow Oil, $108.


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The 101: Officially the first South Asian-founded Ayurvedic skincare brand at Sephora, RANAVAT’s making waves in the industry, and we couldn’t be more proud. Founder Michelle Ranavat jumped from engineering to entrepreneur to create a beauty range rooted in Ayurveda, the South Asian system of all-over healing. Whatever you choose to shop, know that it’s packed with high-quality ingredients that are clinically proven to work.

The must-buy: RANAVAT Fortifying Hair Serum – Mighty Majesty, $70.

6. sundays

The 101: Amy Lin knows that getting your nails done can be therapeutic AF, which is why sundays, her nail care brand, is all about wellness and that includes your nail health! Lin worked alongside a chemist to create the perfect non-toxic nail polish formula that stays chip-free. Now available in a selection of colors for every mood, Lin’s collection of nail-everything takes self-care to the next level.

The must-buy: sundays No.13, $18.

7. Superegg

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The 101: After working for luxe brands, Founder Erica Choi drew inspiration from her heritage for her beauty line, Superegg, which creates products based on the Asian skincare practice of using raw eggs for a radiant glow. But for all of our vegan beauty lovers out there, don’t fret, as while her line matches the nutritional value of eggs, they’re 100% vegan. How insane?!

The must-buy: Superegg Tonal Scenery Reparative Serum, $72.

What do you think of these beautiful brands – do you have any others you’d like to shout out? Let us know in the comments below!

Disclaimer: Every product we review has been independently selected and tested without bias by our editorial team. Although some brands allow affiliate links, we never take payment to review products, so we may earn a commission if you purchase a product by clicking on one of our links.