15 Under-the-Radar AAPI- and Asian-Owned Brands Every Beauty Lover Should Know

Asian beauty has had a major impact on the industry, especially in the past decade thanks to all of the different products, methods, and trends brought to us through K-Beauty and J-Beauty. But even though you may have your go-to Asian beauty brands and products locked down, there is so much more out there to discover, whether it’s a powerful skincare ingredient from the Philippines you might have not heard of yet or a T-beauty (Taiwanese) haircare brand that would literally change your life. 

While it’s important to support AAPI- and Asian-owned beauty brands all year long, there’s no better time to celebrate them than Asian American and Pacific Islander Heritage Month. And you can have a lot of fun discovering new brands to obsess over, too. Ahead, you’ll find 15 AAPI- and Asian-owned skincare, haircare, and makeup brands that should be on your radar, from luxury skincare rooted in Indian tradition to lipcare that uses local Hawaiian botanical ingredients. You never know—you just might find your next holy-grail beauty staple. Keep Scrolling!

Common Heir

Co-founder Cary Lin started Common Heir with sustainability at the forefront, using a completely plastic-free approach for its products. The Retinol Serum, which contains powerful botanicals, squalane, and algae, was created with melanin-rich and sensitive-skin folks in mind.

Prim Botanicals

Philippine-born Stefanie Walmsley decided to launch her own beauty brand after going back to Cebu and realizing how much she turned to plants to treat various issues. Like all of Prim’s products, this scrub is sourced from tropical botanical ingredients and made in small batches.


Taiwanese haircare brand SH-RD makes innovative products, such as its popular Protein Cream, that repair and bring life back to your hair. Use this on wet or dry hair to fix split ends, boost moisture, and make hair shiny and healthy. 

Pili Ani

Mother-daughter duo Rosalina and Mary Jane Tan harness the skin-nourishing magic of the Philippines-derived pili nut through their skincare brand, Pili Ani. The Gentle Facial Cleanser contains elemi oil, which keeps skin clean and hydrated while helping prevent breakouts.


Kim van Haaster discovered the benefits of tulips for skin (which include promoting cellular growth and boosting collagen) after meeting her husband, Hein, a fourth-generation tulip farmer in the Netherlands. The result? Bloomeffects. The popular Dew Drops serum uses 28 Dutch plant and botanical extracts to help protect the skin from pollution while improving hydration and uneven skin tone and delivering glow. 


Japanese beauty brand DamDam was started by co-founder Giselle Go on the basis of traditional ancestral plant ingredients and high-quality innovation. This moisturizer (which aims to give soft, mochi-like skin) contains Shiso, a Japanese mint known for its detoxifying and antibacterial properties. 


Co-founder and CEO Yanghee Paik grew up in South Korea, where menstrual hygiene products weren’t made with harmful chemicals as they are here in the U.S., which inspired her to launch Rael. Aside from high-quality period-care products, Rael also offers skincare, such as this clarifying toner—a must if you deal with period-related breakouts.


Rooshy Roy of Aavrani was inspired to make beauty products using ingredients from her Indian heritage, such as turmeric and almond oil. The two-in-one oil cleanser purifies the skin from dirt and makeup without drying it out thanks to steam-distilled sandalwood oil, aloe, and camellia flowers.

Kulfi Beauty

Founder Priyanka Ganjoo launched Kulfi Beauty to celebrate South Asian skin tones and challenge archaic beauty ideals. The Underlined Kajal Eyeliner brings long-lasting, vivid color to eyes with a formula that contains nourishing Aloe Vera and Vitamin E.


Hanalei was founded by Alice Kim and her husband, Vira, with the goal of making skincare products that used authentic and local Hawaiian botanical ingredients. This lip scrub is formulated with Maui cane sugar for exfoliation, as well as pure Hawaiian kukui oil and shea butter to keep lips plump and hydrated. 

Everyday Humans

Hong Kong–born Charlotte C Pienaar founded Everyday Humans with the idea of a skincare brand that was natural, vegan, eco-friendly, and inclusive. This cheekily named sunscreen is actually a two-in-one product that moisturizes and protects the skin using a combination of hyaluronic acid and antioxidant-heavy spinach and green tea.


Fiona Chan wanted to create makeup that was so good for you that you could sleep in it (which she did) and ended up launching Youthforia in 2021. This lightweight primer keeps makeup looking flawless while keeping your skin hydrated and radiant-looking. 

Insert Name Here

Co-founder Sharon Pak launched INH as a way to offer affordable hair extensions, clip-in bangs, buns, and wigs—something that was absent from the beauty market. The brand’s easy-to-use clip-in ponytails are the most popular among its customers. 

Katini Skin

Founder of Katini Skin Katini Yamaoka was inspired by the beauty and wellness rituals from her multicultural background, which includes Japanese beauty ingredients and traditions. This facial oil is formulated with sake kasu and tsubaki, which help brighten the skin and reduce the appearance of scars and hyperpigmentation.

Lilac St. 

Alicia Zeng founded Lilac St. at the beginning of the pandemic after losing her regular self-care and beauty habits. The lashes are made with 100% premium Korean silk lash fibers that are hand-arranged by an experienced lash artisan and bonded with body-safe glue. 

Up next, check out even more Asian-owned beauty brands you should know about.