Over the years, many of these brands have climbed the ranks to become some of the most popular and sought-after products. Some of the brands may already sound familiar, like the popular hair accessories brand Emi Jay or the bestselling beauty company Tatcha.
Here, WWD breaks down AAPI-owned beauty brands to shop this month and always.
The celebrity-favorite vegan handbag label JW Pei, created by husband-and-wife duo Yang Pei and Stephanie Li, has become a closet staple for many, offering high-quality purses at reasonable pricing. Bags have been seen on celebrities like Megan Fox, Emily Ratajkowski and Gigi Hadid, among others.
Emi Jay, founded by Julianne Goldmark, has emerged as one of the go-to labels for hair accessories, seen on big names such as Bella Hadid, Hailey Bieber, Emma Chamberlain, Matilda Djerf and more. Since its creation in 2009, Emi Jay has collaborated with Alo Yoga, Frankies Bikinis, Juicy Couture and Revolve, among others.
Beauty brand Glow Recipe may sound familiar due to its popular TikTok viral Watermelon Dew Drops. Created by Sarah Lee and Christine Chang, Glow Recipe creates products with fruit-forward and clean formulas.
Los Angeles-based clean beauty brand Tower 28 has also experienced bouts of fame on TikTok, with its SunnyDays SPF 30 Tinted Sunscreen Foundation, giving users the look of “glass skin.”
Founded by Amy Liu and named after a real lifeguard tower in Santa Monica, Calif., the brand offers vegan and cruelty-free products for sensitive skin.
For Ju Rhyu, Hero Cosmetics started off with a pimple. She then created a hydrocolloid pimple patch she originally founded in South Korea, and from there, the brand was born. Made for sensitive skin, Hero Cosmetics offers products that restrict more than 2,400 ingredients prone to cause irritation.
Unisex body care line Fur, founded by Lillian Tung and Laura Schubert, focuses specifically on pubic hair, creating oils, serums, concentrates and more to treat and prevent ingrown hair as well as softening hair regrowth.
Products are made from vegan, cruelty-free and nontoxic ingredients that are dermatologically and gynecologically tested.
Founded by Vicky Tsai, a Taiwanese-American, Tatcha’s products are made from Japanese ingredients, with every formula crafted at the Tatcha Institute in Tokyo. Some of its most popular products include the Dewy Skin Cream, the Rice Wash and the Water Cream.
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Insert Name Here, the hair brand founded by Sharon Pak and Jordynn Wynn in 2018, offers extensions, clip-bangs, wigs, hair tools, hair clips and more.
If you’re looking for Korean beauty products, Soko Glam is one of the go-to online marketplace websites. Founded by Charlotte Cho and David K. Cho, the company is considered one of the largest providers of K-beauty brands in the country.
Dagne Dover, the popular bag brand, offers styles perfect for work, travel, gymming and more. It was founded by Melissa Shin Mash, Deepa Gandhi and Jessy Dover in 2012, with many of its products selling out quickly.
The professional womenswear company M.M. LaFleur was founded by Sarah LaFleur and Miyako Nakamura, offering clothing perfect for the workplace or any professional occasions. According to the brand’s website, its items are easy to style and 100 percent machine-washable.
If you can’t get enough of fun claw clips for hair, look no further than Chunks. Founded by Tiffany Ju, its products have become extremely popular, even overseas in South Korea where Blackpink’s Jisoo confessed she has a certain style in all of its colors.
Loved by the stars of Blackpink, Hailey Bieber, Sofia Richie and Christine Quinn of “Selling Sunset,” the Los Angeles-based luxury fashion brand was founded by two best friends, Jacqueline Zhang and Nana Li.
Founded by the famous Japanese-Haitian tennis star, Naomi Osaka, the skincare line offers a line of products specifically formulated for those with melanated skin tones.
Well-known for their best-selling Lip Sleeping Mask, the Korean beauty brand, owned by Amorepacific, offers a wide array of water-based products derived from hydro-ionized mineral water, green mineral water and white leaf tea water.
Though many beauty brands offer a wide variety of masks to hydrate, lift and rejuvenate, Dr.Jart is among those who rank high in terms of not only face masks, but also creams, serums, moisturizers and more.
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