Shop Your New Beauty Favorites This AAPI Heritage Month

The month of May highlights the history, contributions, and thriving culture of Asian Americans and Pacific Islanders (AAPI). Among all of the benefactions, the impact they’ve made on the beauty community is no exception. 

Check out some of our favorite AAPI-owned beauty brands to shop this month and beyond. 

Skin

Hero Cosmetics

Co-founder and CEO of Hero Cosmetics, Ju Rhyu, created the brand to break the stigma surrounding acne-prone skin, mentioning that in Korea, it’s common for parents and peers to point out imperfections, which could be degrading.  

Although best known for its award-winning Mighty Patches, the brand has expanded into an array of affordable products that help combat skin issues from acne to rosacea and dark spots; Hero Cosmetics has you on your way to healthy skin. 

ESW Beauty

ESW Beauty, founded by Elina Sofia Wang, began when Wang found herself having ulcers in her teenage years, sparking a wellness journey in her early twenties. The founder would establish a brand to create non-toxic, sustainably made products with vegan and cruelty-free ingredients.

Since then, ESW Beauty’s sheet masks have made their way to Target and beyond, with products at a number of retailers like Whole Foods. Recently, their Guava Mango Smoothie lip treatment has been a BELLA Magazine Beauty Award-winner, and rightfully so, given that the product is always in high demand. 

ESW Beauty’s lineup has all the components of a successful beauty brand: safe, effective, and fun to use. 

Nails

Le Mini Macaron

Gone are the days of the overstimulating manicure session at a salon. Introducing: Le Mini Macaron, the at-home gel manicure kit that provides salon-worthy nails in 15 minutes. Every full set comes with a 3-in-1 polish, cuticle stick, nail file, 10 gel remover wraps, and the most adorable macaron light to cure your polish – Blair Waldorf would approve.

Makeup

Tower 28

Founded in 2019 by Amy Liu, Tower 28 has taken off with the masses on social media, as well as the likes of Olivia Rodrigo and Hailey Bieber. The skincare/makeup brand provides consumers with clean products, suitable for all skin types, which is what Liu struggled to find her entire life. 

From their Shine-On lip jellies to their SOS Rescue Spray, Tower 28 is for the makeup beginner looking for that “Clean Girl” vibe to the beauty veteran looking to add some clean staples to their arsenal. 

ONE/SIZE Beauty

No, not by that Patrick Starr. One of the faces of the “2016 Beauty YouTuber” era, Patrick Starr, has gone from the small screen to the shelves at stores such as Sephora with his brand ONE/SIZE. Recently, the brand has made waves on TikTok for its On ‘Til Dawn mattifying, waterproof setting spray.  The product promises rub-proof, transfer-proof, mattifying wear for up to 16 hours, and so far, the brand has kept its promise. 

ONE/SIZE’s mission is to be the brand for everyone, including “curvy women, skinny boys, drag queens, thick guys, girly girls, beauties with disabilities, gender nonconforming icons, runway models, and makeup lovers.” This safe space has allowed beauty enthusiasts to flock to the brand, free of judgment. 

Patrick Ta Beauty

Responsible for the glowy looks of Shay Mitchell and Gigi Hadid, Patrick Ta went from being a MAC freelancer to glamming our favorite celebs. The makeup artist has taken the skills and experiences he’s garnered to the big leagues with his brand, PATRICK TA BEAUTY. 

Most notably, consumers have fallen in love with the Major Headlines Double-Take Créme & Powder Blush Duo as well as the bronzer with the same concept. While Ta’s roster of clients remains high-profile, he believes that everyone deserves the chance to feel beautiful and at their best, thus creating and expanding the brand. 

These are just a handful of AAPI-owned brands that have made massive impacts in the beauty industry that you can support all year round.