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. 

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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

Prim Botanicals

SH-RD

Pili Ani

Bloomeffects

DamDam

Rael

Aavrani

Kulfi Beauty

Hanalei

Everyday Humans

Youthforia

Insert Name Here

Katini Skin

Lilac St. 

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

Marie Lodi
Freelance Beauty and Fashion Writer/Editor

Marie has covered beauty, fashion, and lifestyle for almost 15 years. She contributes to the beauty section here at Who What Wear. Previously, she was the Looks Editor for Bust Magazine, built the beauty vertical at HelloGiggles as its beauty editor, and was a founding staff writer at Rookie mag, giving fashion advice to teens. Her bylines have appeared in The Cut, Allure, Glamour, The Hollywood Reporter, and more. She was born and raised in Southern California and is based in L.A. Marie is a self-proclaimed costume design nerd and a co-host of Makeover Montage, a podcast about fashion in film and costume design. You'll see her writing about her beauty obsessions: red lipstick, winged eyeliner, pink hair, nail art, and skincare for people over 40. When she's not working, she's playing with her dog, Gnocchi, and writing her style newsletter, Overdressed.