AAPI-owned beauty brands have a far-reaching impact when it comes to the beauty landscape. These brands are credited for introducing some of our favorite beauty tools and makeup techniques, from cushion foundations to glass skin. And whether distilled in ancient practices or inspired by ingredients rich in heritage, these companies are among the best makeup brands creating products that are inclusive for every customer.
Whether you need a drop of dew or a primer with skincare benefits, the 11 Asian American and Pacific Islander-owned beauty brands below are definitely worth adding to your beauty arsenal.
Longtime eczema suffer and Tower 28 founder Amy Liu created a line of non-toxic makeup that won’t cause irritation or come off too clinical. The result? Makeup for sensitive skin that’s safe and super fun to wear.
Must-Have Product: The brand’s nourishing ShineOn Lip Jelly offers the shine of a gloss and the comfort of a balm—sans the sticky feel.
Han Skincare Cosmetics
Beauty influencer Michelle Phan is known for her inspiring out-of-the-box makeup tutorials. Her makeup line Em Cosmetics provides fans with tools for creating captivating looks of their own.
Must-Have Product: Em Cosmetic’s Daydream Cushion Tinted SPF optically diffuses imperfections and diminishes the appearance of pores, which makes it the perfect primer for makeup application. Enriched with a micronutrient complex that helps hydrate and refine skin’s texture, you’ll also be inclined to wear the serum alone.