76 Asian-Owned Brands to Support During AAPI Heritage Month & Beyond
Here are the Asian brands to put your money behind—editor-approved product recs included.
IMAGES: PHLUR; EMME; GOOD TOTES; RELLERY; COVRY; ADOBE. DESIGN: STEPHANIE CUI/STYLECASTER.
All products and services featured are independently chosen by editors. However, StyleCaster may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.
Anti-Asian hate crimes saw an unsettling uptick during and following the COVID-19 global pandemic. You might’ve been making more of a conscious effort to check in on your Asian friends, or perhaps you were looking up ways to support the Asian community. But unfortunately, it’s become painfully clear that hate crimes and discrimination are in no way over.
Popular digital platforms like Peloton and TikTok have publicly posted about this anti-Asian discrimination and ensuing violence, and countless notable figures, including Chrissy Teigen, Daniel Dae Kim, Lisa Ling, and social activist Amanda Nguyen, used their voices to make noise on social media to spread awareness and speak up for those who couldn’t.
Want to show your support and uplift the Asian community? There are plenty of ways to stand with Asian Americans, including donating to one of the various organizations seeking to eradicate discrimination and hate crimes, like the Asian American Legal Defense and Education Fund, Stop AAPI Hate, and the Asian Mental Health Collection. However, you can also harness your spending power by choosing to support Asian American-owned brands
While all of May marks Asian American and Pacific Islander Heritage Month, you can shop from AAPI-founded and owned brands far beyond this celebratory month. We rounded up a comprehensive list of incredible AAPI fashion, lifestyle, and beauty brands that you can support right now. The inspiring founders behind these brands have beautiful stories to tell, innovative products that turn heads, and an unbreakable spirit to succeed and be seen, no matter the struggle.
Asian-Owned Beauty Brands
Editor-Approved
Glow Recipe
Glow Recipe‘s co-founders, Sarah Lee and Christine Chang, are commanding the beauty space with the brand’s vegan, clean, cruelty-free, fruit-powered formulas inspired by Korean beauty philosophies. Together, the co-founders possess a wealth of knowledge in product formulation science and skincare formulations, and have grown the brand to towering heights, largely thanks to its impressive ingredient lists. Glow Recipe’s products feature heavy-hitting actives like niacinamide, retinol, hyaluronic acid, and vitamin C, but you’ll also notice several antioxidant-rich fruits such as watermelon, avocado, plum, and papaya. The brand is known for its playful packaging, glow-inducing formulas, and viral products. One such essential is the cult-fave Watermelon Glow Niacinamide Dew Drops Serum
, which can help you achieve a lit-from-within glow all year round.
A Shopping Editor’s Must-Haves: Watermelon Glow Niacinamide Dew Drops Serum
A Shopping Editor’s Must-Haves: Watermelon Glow Niacinamide Dew Drops Serum
PHLUR
PHLUR, a name you might recognize from your TikTok FYP, has been shaking up the fragrance industry. Chriselle Lim, the brand’s co-owner and creative director, joined the team in 2021. She loves how fragrance helps people communicate and tell stories, and wanted to share these stories with wearers. Enter PHLUR’s TikTok-viral Missing Person scent and its most recent addition to the family, Rose Whip. The brand certainly knows a thing or two about appealing to consumers’ cravings for memories, nostalgia, and storytelling through fragrance. Immerse yourself in the world of PHLUR with the perfume that put the brand’s name on the map: Missing Person
.
Editor-Approved
T3
T3 is the brainchild of husband-and-wife duo Dr. Julie Chung and Kent Yu. The co-founders launched the brand with the goal of helping users achieve healthy, beautiful, well-styled hair. T3’s very first product, the Featherweight hair dryer, hit the market in 2004, and since then, the pair has been innovating in the hair tool space and expanded its offerings to blow dry brushes, curling irons, flat irons, and more. Decker-Jacoby tried the AirLuxe Hair Dryer
and loves how it dries her hair in record time, smooths strands, and doesn’t cause damage.
A Shopping Editor’s Must-Haves: AirLuxe Hair Dryer
A Shopping Editor’s Must-Haves: AirLuxe Hair Dryer
Patrick Ta Beauty.
Patrick Ta Beauty
You don’t need me to tell you Patrick Ta is a big deal in the beauty industry. He is the moment, and he’s been the moment ever since he started doing makeup for all of the models, celebrities, musicians, and actresses you know and love (think Gigi Hadid, Camila Cabello, Hailee Steinfeld, and many more). His tips, tricks, and techniques have paved the way for so many other MUAs, viewers, and fans, as well as other Asian individuals who want to feel confident while wearing makeup (Ta is a first-generation Vietnamese American). But once he mastered his artistry and spread his teachings to the masses, he moved on to a new challenge: launching his own beauty brand. Patrick Ta Beauty empowers its wearers through its innovative and expert-backed formulas and its products’ luxe, glamorous flair. You’ll notice shade names that uplift, like “She’s the Moment,” “She’s Vibrant, and “She’s That Girl,” among countless others. The brand’s offerings are playful yet powerful (peep its cult-fave blush duo) and have traces of Ta’s expertise baked into each and every product.
Editor-Approved
Tower 28 Beauty
Tower 28 Beauty takes pride in being a cult-favorite beauty brand that’s 100% clean, vegan, and free of every essentially known skin irritant—without compromising performance and pigment. Everything it launches is rigorously dermatologist and allergy-tested (formulas adhere strictly to the National Eczema Association’s ingredient guidelines)—plus, it’s all made in the USA.
As a second-generation Chinese American, founder Amy Liu is a mother of three and makes it a point to share her Chinese traditions with her little ones, and she’s active with the Asian American Girl Club.
A Shopping Editor’s Must-Haves: MakeWaves Mascara, LipSoftie
As a second-generation Chinese American, founder Amy Liu is a mother of three and makes it a point to share her Chinese traditions with her little ones, and she’s active with the Asian American Girl Club.
A Shopping Editor’s Must-Haves: MakeWaves Mascara, LipSoftie
Peach & Lily
On Sale 5% off
Some of the best skincare products are made by people who struggle with a certain concern and have the drive to find a solution. This was the case with Alicia Yoon, the founder of Peach & Lily. Yoon dealt with eczema her entire life and understood that not all skincare formulas are designed with sensitive skin in mind. So you can count on Peach & Lily to crank out formulas that incorporate effective actives without causing irritation or damage to the skin. After consulting dozens of chemists and conducting years of research, Peach & Lily was ready to transform shoppers’ complexions. Now, the brand is well-known for its bestsellers, like its Glass Skin serum
.
Cocokind
Cocokind is all about transparency in skincare. “We are a company that doesn’t need to hide how we formulate, invests in highly effective but gentle formulas, and sets fair prices based on what’s inside the bottle. Most importantly, cocokind exists to ensure that all of us have a safe place in the beauty industry where we’re celebrated and accepted, exactly as we already are,” founder and CEO Priscilla Tsai writes on the brand’s site. Check out Cocokind’s botanical-centric skincare formulas that promise to be gentle on skin. Not sure where to start? Try the Ceramide Barrier Serum
for maximum hydration and skin barrier support.
Editor-Approved
KraveBeauty
KraveBeauty is here to de-influence you from a 30-step skincare routine. Beauty influencer Liah Yoo founded the brand to help shoppers go back to the basics. Who needs hundreds of skincare products that don’t actually do anything good for your skin? Some even make your complexion worse! When this realization settled in with Yoo, she launched KraveBeauty, which has a grand total of seven product offerings. Decker-Jacoby can confirm the brand is worth your coin. Her skin drinks up Oil La La Breakout Balancing Serum
and the Matcha Hemp Hydrating Cleanser
. These gentle yet effective formulas have been game-changers for her acne-prone, oily skin.
A Shopping Editor’s Must-Haves: Oil La La Breakout Balancing Serum , Matcha Hemp Hydrating Cleanser
A Shopping Editor’s Must-Haves: Oil La La Breakout Balancing Serum , Matcha Hemp Hydrating Cleanser
Photo: Tatcha.
Editor-Approved
Tatcha
Tatcha is known for mixing traditional Japanese botanicals with clinical ingredients to give you the most effective skincare formulas. After founder Vicky Tsai visited Kyoto, Japan, she devoted her time to reading up on the Japanese ingredients and rituals that changed her skin during her stay. From there, she created Tatcha, which has grown into one of the most celeb-loved beauty brands on the market. It’s garnered attention from Selena Gomez, Jennifer Aniston, Meghan Markle, and so many more A-listers. Tatcha offers a slew of skin-loving products, but we suggest you start with the moisturizer Selena has used, The Dewy Skin Cream
.
A Shopping Editor’s Must-Haves: The Water Cream , The Milky Sunscreen
A Shopping Editor’s Must-Haves: The Water Cream , The Milky Sunscreen
Ellis Brooklyn
If you’re a fragrance aficionado, you need to know about the heavenly, multi-layered scents from Ellis Brooklyn. Founder Bee Shapiro, a Williamsburg mom and former beauty columnist for The New York Times, made her mark with this incredibly chic line of clean and sophisticated fragrance options crafted with care in small batches. The fragrances are all phthalate-free, paraben-free, PETA-certified vegan and cruelty-free, sustainably sourced, eco-friendly, and utterly luxurious.
Photo: Hero Cosmetics.
Editor-Approved
Hero Cosmetics
On Sale 40% off
Hero Cosmetics, created by Ju Rhyu in 2017, makes formulas that work with rather than against your skin. Instead of harsh chemicals that can potentially irritate and damage your complexion, you get sensitive skin-friendly products that are actually effective. The brand gained traction with its cult-fave Mighty Patch, a hydrocolloid pimple patch, but has since expanded its offerings to much, much more. If you have yet to find your go-to mineral sunscreen that is lightweight, doesn’t clog pores, and doesn’t leave a white cast behind, it’s time to get behind Hero Cosmetics’ Superlight Sunscreen
.
A Shopping Editor’s Must-Haves: Superlight Sunscreen
A Shopping Editor’s Must-Haves: Superlight Sunscreen
U Beauty
Less is more when it comes to U Beauty’s tech-driven, science-backed, high-performance skincare. Founder Tina Craig was committed to simplifying routines to save time and waste, while simultaneously providing effective, non-irritating, sustainable, inclusive products that are driven by science. Check out the brand’s gravity-defying Arm Compound
, which Craig deems “invisible shapewear for arms in a bottle.”
“I never felt represented in the beauty world, or anywhere culturally, for that matter. So I decided to represent myself. I’ve felt seen because I have demanded to be seen. I’ve simply never accepted anything less. Dismantling racist stereotypes and calling out injustices when I see them while honoring my culture is as vital to me as creating great skincare,” she says.
“I never felt represented in the beauty world, or anywhere culturally, for that matter. So I decided to represent myself. I’ve felt seen because I have demanded to be seen. I’ve simply never accepted anything less. Dismantling racist stereotypes and calling out injustices when I see them while honoring my culture is as vital to me as creating great skincare,” she says.
Velour Lashes
Velour Lashes founder Mabel Lee recalls her small eyes being her biggest insecurity when she was younger, and she loved the eye-opening effect false lashes had on her overall look. She knew she was on to something when Pat McGrath purchased 10 pairs of her mink lashes at a trade show years ago, and Velour was born. Now, the beauty brand has expanded its range to include 100% vegan luxe lashes, Lash & Go eyeliner, and more. “My Asian upbringing has taught me that if you want to succeed in life, you have to put in the work and the results are all dependent on you and nobody else,” Lee says.
Photo: YINA.
YINA
Angela Chau Gray and Ervina Wu started YINA to educate others on wellness rituals that draw influence from Chinese medicine. The co-founders put their own modern twist on these traditional practices and ingredients. Take, for example, the brand’s award-winning Bian Stone Gua Sha. Its unique shape can be used just about anywhere on your face and body to promote circulation, depuff, tone, and ease tension.
Glamnetic
Glamnetic takes the guesswork out of applying magnetic lashes with its high-quality products and commitment to consumer connection. This LA-based brand exploded during the pandemic thanks to its loyal Gen Z audience and influencer network on social media, and they even opened up 70 additional jobs during a time when most companies were struggling just to stay afloat.
“Growing up as an immigrant from Thailand, I often felt ostracized from my peers, but even on my worst days I found happiness and confidence through makeup. I want all women to feel truly confident in a simple way,” says founder Ann McFerran.
“Growing up as an immigrant from Thailand, I often felt ostracized from my peers, but even on my worst days I found happiness and confidence through makeup. I want all women to feel truly confident in a simple way,” says founder Ann McFerran.
Huppy
Couple and co-founders David Phan and Cathy Tran joined forces to create Huppy, a sustainable, zero-waste oral care company that’s reinventing the way things have always been done. Their toothpaste tablets
are packaged in refillable containers made of aluminum, the refill pouches are made of biodegradable wood cellulose, and all ingredients are responsibly and sustainably sourced.
Orcé Cosmetics
Orcé Cosmetics is a luxury makeup brand inspired by and made for the unique skin tones and skin concerns of global Asian women. Each shade in the collection was custom-developed to match real skin tones, and the brand also invests time and resources in studying Asian skin concerns and developing solutions that are truly effective.
“I created Orcé out of frustration. Even as a lifelong beauty lover and trained makeup artist, I have never encountered a brand that really spoke to me,” explains founder Yu-Chen Shih. “My vision for the brand is to not only fulfill the unmet beauty needs of consumers who have been systematically overlooked by the industry, but also to give voice to the Asian community. In Asian culture, we tend to shy away from voicing our needs, wants, complaints, and frustrations…through Orcé, I hope to be a catalyst for these conversations, so we can create the change needed for a better future.”
“I created Orcé out of frustration. Even as a lifelong beauty lover and trained makeup artist, I have never encountered a brand that really spoke to me,” explains founder Yu-Chen Shih. “My vision for the brand is to not only fulfill the unmet beauty needs of consumers who have been systematically overlooked by the industry, but also to give voice to the Asian community. In Asian culture, we tend to shy away from voicing our needs, wants, complaints, and frustrations…through Orcé, I hope to be a catalyst for these conversations, so we can create the change needed for a better future.”
Photo: Pink Moon.
Pink Moon
On Sale 13% off
Pink Moon founder and CEO Lin Chen launched this brand with self-care front and center. Chen drew inspiration and motivation from personal experiences to create Pink Moon, and she believes falling in love with yourself is when you’re most powerful and content. With that said, the Over the Moon Duo is a perfect way to show some T.L.C. to your face. When used together, the gua sha and face oil help depuff, promote lymphatic drainage, soothe muscle tension, and alleviate headaches.
SELFMADE
Founder Stephanie Lee launched this new personal care line with a mission to create a world where “we all know we are worthy as we already are.” After being bullied, teased, and told that she did not belong all of her life, Lee made strides working for Michelle Obama in the White House, and then to MAC Cosmetics, before eventually having a mental health crisis of her own, which led to the birth of SELFMADE. The new Secure Attachment Comfort Serum+ is packed with good-for-you ingredients that nurture you from the inside out.
“I am proud to be building a brand where black and indigenous women, women of color, and non-binary people can not only see themselves represented but also hear stories that sound like theirs–and know that they belong,” Lee says.
“I am proud to be building a brand where black and indigenous women, women of color, and non-binary people can not only see themselves represented but also hear stories that sound like theirs–and know that they belong,” Lee says.
YENSA
This gorgeous range of skincare and makeup was inspired by an ancient Chinese practice where new mothers heal their bodies by integrating superfoods into their daily routines. Each YENSA product is not only high-performing, safe, and innovative, but also infused with eight superfoods for maximum benefits.
“Being in the beauty industry enables me to bring my unique beauty philosophies I learned from my family that date back thousands of years, but also modernize them for today’s diverse world. I’m confident that everybody can benefit from Asian rituals and superfood traditions,” founder Jennifer Yen says.
“Being in the beauty industry enables me to bring my unique beauty philosophies I learned from my family that date back thousands of years, but also modernize them for today’s diverse world. I’m confident that everybody can benefit from Asian rituals and superfood traditions,” founder Jennifer Yen says.
Clean Circle
Lena Chao founded Clean Circle to reimagine the beauty industry so that it was more inclusive, ethical, sustainable, and altogether empowering. Her reusable makeup remover bamboo pads are made of OEKO-Tex® fabrics, which are certified clean and produced in ethical factories, a personal concern of Chao’s because her parents worked in less-than-desirable conditions while raising her in New York.
Asian-Owned Fashion Brands
Editor-Approved
Find Me Now
On Sale 20% off
Allow me to introduce Find Me Now, a contemporary fashion label co-founded by mother-daughter dynamic duo Su Yong and Stephanie Callahan. The brand designs clothing that transcends seasons. It centers evolution, and is “messy, beautiful, constantly changing. Just like you,” per Find Me Now’s website. Decker-Jacoby owns a couple of pieces from the brand, and says they most definitely have grown and transformed with her, taking her everywhere from music festivals to the office. One quick glance through Find Me Now’s offerings and you’ll understand why wearers count on the brand’s clothing for seasonless wardrobe staples, like this pretty pink cardigan.
A Shopping Editor’s Must-Haves: Bow Midi Skirt (discovered and purchased from Nuuly), a now discontinued matching set from the Second Skin line
A Shopping Editor’s Must-Haves: Bow Midi Skirt (discovered and purchased from Nuuly), a now discontinued matching set from the Second Skin line
Editor-Approved
Sandy Liang
The queen of bows, Sandy Liang, and her New York City-based eponymous womenswear brand need no introduction. All the fashion girlies line up for Sandy and for good reason. While bows, rosettes, lace, and ribbon are her signature visual motifs, the designer has found ways to also tap into her childhood, nostalgia, and family as inspiration.
Editor-Approved
Dagne Dover
While tons of brands claim to make your life easier, some are all talk, but Dagne Dover most certainly is not one of them. Founded by three women—Melissa Mash, Deepa Gandhi, and Jessy Dover—in 2013, the brand creates problem-solving bags, luggage, and accessories that really do just get it. Organization, practicality, design, and eco efforts are at the core of Dagne Dover, and all shine through once you browse the brand’s site and try its products for yourself. StyleCaster‘s commerce editor, Katie Decker-Jacoby, has used the brand’s backpacks and travel accessories and loved them so much that she gifted similar pieces (the Mila Toiletry Organizer) to her loved ones. Dagne Dover products are truly the gifts that keep on giving! Start with one of its bestsellers, the Landon Carryall.
A Shopping Editor’s Must-Haves: Mila Toiletry Organizer
A Shopping Editor’s Must-Haves: Mila Toiletry Organizer
Editor-Approved
VIVAIA
Tired of your feet aching from shoes that provide absolutely zero support? Meet VIVAIA, co-founded by Marina Chen. She sought out to solve a problem women face every time they get dressed for work in the morning. Can heels—and all women’s shoes for that matter—actually be comfortable? Could they feel like sneakers even if they didn’t look like them? VIVAIA’s footwear proves that anything is possible because the brand found a way to design everyday, supportive, stylish shoes that are also eco-friendly (sustainability is a significant part of the brand’s mission). The footwear name has done such a great job that A-listers like Bella Hadid, Charli xcx, and more are taking notice and sporting VIVAIA’s offerings. Decker-Jacoby can attest to the brand’s comfortable styles, having tried the very on-trend Carol Square-Toe Jogger Sneakerina. Don’t forget to embellish your Sneakerinas with shoe charms!
A Shopping Editor’s Must-Haves: Carol Square-Toe Jogger Sneakerina
A Shopping Editor’s Must-Haves: Carol Square-Toe Jogger Sneakerina
NOTTE
Did you hear that maximalist jewelry is back and better than ever? Our proof: NOTTE. Founder Jessica Tse brings chunky, loud, colorful, whimsical jewelry to the forefront with her lifestyle accessories brand. You’ll find traces of New York City and Florence in Tse’s creations, since she has lived in both cities. Her playful designs feature precious metals—like sterling silver, gold plated brass, and gold filled findings— pearls, seashells and other uniquely-shaped materials.
Rellery
Rellery is all about jewelry that doesn’t tarnish or irritate your skin, which is surprisingly hard to find these days. It also centers around designing personal, meaningful pieces. After a quick scroll through the brand’s site, you wouldn’t believe founder Sally Rong started Rellery out of her New York City apartment as a passion project. “I created Rellery to connect people with the things they treasure most and tell their story. It’s the most sentimental items that we never want to take off or live without,” says Rong on the brand’s website. After eight years, the brand has blossomed and even graced celebs like Selena Gomez, Camila Cabello, and Addison Rae, among others.
Freja New York
Freja New York was born out of necessity. After founder Jenny Lei couldn’t find a bag to take to an important interview, she realized she could make one of her own. But she didn’t want to make yet another fashion brand that produced even more excess waste and exploitation. Three years of building the brand and 28 rounds of products later, Lei finally struck gold with bags that were high-quality and meaningful to both her and her shoppers. Even more extraordinary is the fact that Freja is self-funded (no outside investments). If you’re in the market for simple yet chic, sustainable, functional, modern bags, you know where to look.
Editor-Approved
Gentle Monster
Gentle Monster has a star-studded list of fans, which includes BLACKPINK’s Jennie, Stray Kid’s Felix, and many others. Some might consider it the cool girl sunglasses brand final boss because of its eye-catching, architectural, oftentimes futuristic frames. The South Korean luxury brand, founded by Hankook Kim in 2011, has made its name turning glasses into literal spectacles—from storefronts that feel more ilke museums to celebrity and brand collaborations accompanied by larger-than-life press mailers. Whatever comes from Gentle Monster, you can guarantee it’s going to bring 1) the beauty and 2) the drama. And, of course, the brand’s eyewear stands the test of time, thanks to its quality designs and materials. Decker-Jacoby has been wearing the Disney x F1 Circuit Collection around the clock since it launched earlier in 2026. She says the Disney F1® – Velo MG21 and Volt MBR5 sunnies as her recent go-tos.
A Shopping Editor’s Must-Haves: Disney F1® – Velo MG21, Volt MBR5
A Shopping Editor’s Must-Haves: Disney F1® – Velo MG21, Volt MBR5
Editor-Approved
Good Totes
On Sale 50% off
A cute bag can make all the difference, and Good Totes completely understands this. If you struggle to find bags that are both practical and stylish, co-founders Yoyo Zheng and Daniel Yap have got you covered. Good Totes’ bag offerings are what Pinterest dreams are made of—they’re dreamy, aesthetically pleasing, and playful. But beyond their looks, the bags are made to last, thoughtfully designed, and eco-friendly. You might want to stock up on the Reusable Egg Bag Set for all of your grocery, picnic, and beach needs.
A Shopping Editor’s Must-Haves: Reusable Egg Bag Set
A Shopping Editor’s Must-Haves: Reusable Egg Bag Set
Kinn Studio
Looking for jewelry pieces that last a lifetime, are made of recycled solid 14k gold and ethically-sourced gemstones, and feature modern designs? Kinn Studio checks off all of these boxes with ease. “I started Kinn to replace the antique jewelry my parents lost when their home was robbed. In honor of those priceless heirlooms, we design classic pieces at Kinn that stand the test of time. After a lifetime of wear, you’ll be able to pass your Kinn jewelry on as an heirloom,” says founder Jennie Yoon on the brand’s site. Kinn Studio’s jewelry offers top-tier quality, material, and design, and serves as pieces you’ll want to wear through all that life has to offer. You can even get styles (like this locket necklace) engraved to add a more personal touch to a gift for you or your loved ones (or both!).
MIKOH
Sisters and MIKOH co-founders Oleema and Kalani Miller drew inspiration from their Southern California upbringing when they boldly launched their luxury swimwear line when they were just 19 and 20 years old. Over a decade later, their line is still synonymous with femininity, beauty, and strength, and fuses statement prints and colors with luxurious fabrics and unique silhouettes to flatter the female form. “We understand women’s bodies and were one of the first brands to sell bikinis as separates rather than sets,” explains Oleema.
“Being Asian American means I have a rich background with a story of determination, passion, and faith in my lineage. I come from a line of strong-willed ancestors who I have learned are kind, graceful, and dedicated to their dreams, their love, and their will to succeed,” she says.
“Being Asian American means I have a rich background with a story of determination, passion, and faith in my lineage. I come from a line of strong-willed ancestors who I have learned are kind, graceful, and dedicated to their dreams, their love, and their will to succeed,” she says.
COVRY
This inclusive unisex eyewear brand creates frames to flatter diverse face shapes, including low nose bridges, high cheekbones, and more. Co-founded by friends Athina Wang and Florence Shin, COVRY strives to give back to the community, hire ethnically diverse models, and partner with minority-owned businesses.
AMYO
If minimalistic, affordable, hand-crafted jewelry is your thing, AMYO has you covered. Founder Gina Nam and her all-female team make it their mission to produce finely-crafted pieces meant for layering and unique self-expression. “In the fine jewelry industry, you don’t see many Asian American women, so I always put my best foot forward in all aspects of my business while staying true to myself,” Nam says.
Mohala Eyewear
Mohala Eyewear founder Ashley Mariko Johnson studied eyewear designs overseas and came back to the West only to realize that an eyewear line designed specifically for Asian customers didn’t exist, so she got to work. Her carefully crafted collection of shades boasts various nose bridges, widths, and adjustable frames to solve common pain points among women of all ethnicities.
“As an Asian American in the fashion industry, I have empathy and understanding of what it feels like to not always be included in the mainstream, whether this be marketing images, product design, or advertising. Our strength is to represent women who have not been represented or included in the eyewear market,” she says.
Pro tip: Check out another AAPI-owned brand, August Friday, for more glasses designed for people with low nose bridges.
“As an Asian American in the fashion industry, I have empathy and understanding of what it feels like to not always be included in the mainstream, whether this be marketing images, product design, or advertising. Our strength is to represent women who have not been represented or included in the eyewear market,” she says.
Pro tip: Check out another AAPI-owned brand, August Friday, for more glasses designed for people with low nose bridges.
Nylora
Nylora was imagined to be a well-made clothing line designed to fit into the fabric of urban life. Each piece translates effortlessly in the athleisure/athletic wear space, but with the tailoring and detail of polished separates. Neither active nor ready-to-wear, these functional pieces feature sweat-wicking properties and feel as good at the gym as they look on the street.
Sonia Hou
Chinese-American designer Sonia Hou prefers to keep it real. “I started my business so more people can afford to wear real, quality, long-lasting jewelry at an affordable price point,” she explains after struggling all her life to find on-trend pieces that didn’t tarnish, flake, or irritate her skin. She also cleverly designed a Crazy Rich Asians-inspired collection (think: chopstick earrings, noodle rings, and more!) that promotes good health, wealth, and prosperity.
Asian-Owned Lifestyle Brands
Nami
$10 matcha, who?? Nami is new to the matcha scene and was born from YouTuber Ashley Alexander‘s love for matcha. She started Nami to share her favorite daily ritual with her fans, pouring craft, culture, and care into every cup made from her tea powders. And yes, these cute tins the real deal. Her products were made in Japan, so you know you’re getting the good stuff.
Clöud Café
If you’ve ever wanted a matcha latte with a side of glowing skin, you might want to bookmark Clöud Café. Launched by former co-founder and CEO of The Crème Shop Olive Kim, this food-skincare hybrid brand makes premium tea and coffee beverages that contain marine collagen, a buzzy skincare ingredient known for increasing skin firmness, hydration, and smoothness and tackling fine lines and wrinkles. That way, you get your daily caffeine fix while also increasing your skin’s glow and combating visible signs of aging. Kim is a firm believer that wellness starts from within, and if you agree, shop the brand’s handy sachets at Target. They come in flavors like matcha, milk tea, black coffee, and more.
Photo: Bachan’s.
Bachan’s
The saying, “It runs in the family,” couldn’t be truer of Bachan’s Original Japanese Barbecue Sauce
. Justin Gill, the founder and CEO of Bachan’s, got the recipe for his signature Japanese BBQ sauce from his bachan (grandma), Judy Yokoyama. Made with a whole lot of love and thought, Gill invites tasters to celebrate his family’s rich heritage and flavors. You might recognize the original white and red bottle from your local market or even one of Hailey Bieber‘s cooking videos on YouTube, but don’t forget to check out its other offerings, including Hot Honey, Roasted Garlic, Sweet Pineapple, and more.
Our Place
The birth of Our Place began with co-founder Shiza Shahid and her desire to share food with friends, a feeling so many other home cooks can relate to. For those who want to build a bigger table and save a seat for all of your loved ones, Our Place’s cookware and dinnerware is a wonderful place to start. It wouldn’t be right not to shout out the Always Pan
. Who knew a single cooking pan would take the internet by storm and win the hearts of amateur chefs everywhere? This kitchen essential truly raised the bar for all of its counterparts.
Brightland
Brightland paved the way for bougie cooking oils, sauces, and condiments. Its packaging is one thing, but its consciously-made olive oils, vinegars, and honeys speak for themselves. They’re made by family farmers and local makers in California, using the highest quality, freshest ingredients. “Born out of a desire for inspiration and nourishment, Brightland is my way of bringing these delicious memories to the table for you, me, and everyone we love,” says founder Aishwarya Iyer on the brand’s site.
Blueland
Cleaning products have never been so, well, clean, thanks to Blueland. The brand formulates cleaning products without any harsh chemicals or single-use plastic so that you don’t have to worry about what’s happening to your health or the planet as you wash, scrub, and wipe around the house.
“I was horrified to learn that all the plastic I was throwing away was contaminating our water supply and generating hundreds of microplastics in the water and food I was feeding my baby,” writes co-founder and CEO Sarah Paiji Yoo on the brand’s site. “I wanted to do my part to help, but it was impossible to find household products that didn’t come packaged in plastic. From there, Blueland was born.” As a result of Blueland’s mission and efforts, the brand has helped prevent over 1 billion plastic cleaning bottles from making their way to landfills and oceans thus far.
“I was horrified to learn that all the plastic I was throwing away was contaminating our water supply and generating hundreds of microplastics in the water and food I was feeding my baby,” writes co-founder and CEO Sarah Paiji Yoo on the brand’s site. “I wanted to do my part to help, but it was impossible to find household products that didn’t come packaged in plastic. From there, Blueland was born.” As a result of Blueland’s mission and efforts, the brand has helped prevent over 1 billion plastic cleaning bottles from making their way to landfills and oceans thus far.
Editor-Approved
EMME
Dynamic duo Mark and Erica launched EMME, a home fragrance brand that creates aromas inspired by the Asian-American experience, amid the COVID-19 global pandemic in 2020. This all stemmed from the couple missing their home and culture, along with their love for candles. Take a trip down memory lane with candles that smell like ube, honey jasmine, pandan, banana milk, and more. Shoppers can feel the creativity and care poured into every jar when they burn an EMME candle. The brand continues to grow, as it’s now sold on Amazon, and some of its offerings are already selling out. Whether you’re craving a piece of home, yearning for some nostalgia, discovering your culture, or learning about a new culture, EMME is the perfect AAPI-owned brand to do it with. Decker-Jacoby has been saving every last bit of the ultra-fresh and clean Bamboo candle
, but also recommends EMME’s Mochi, Hibiscus, Matcha, and Dragon Dance fragrances.
A Shopping Editor’s Must-Haves: Bamboo candle
A Shopping Editor’s Must-Haves: Bamboo candle
Editor-Approved
Lunar Hard Seltzer
If you’ve ever wondered where all of the alcoholic beverages inspired by Asian flavors are at, you’re not alone. This is the exact thought that sparked Sean and Kevin to create Lunar Hard Seltzer in 2019. Influenced by childhood memories and their parents’ home-cooked meals, that was enough for the pair to begin brewing out of their NYC apartments. But after hundreds of recipe iterations and several trips to Asia, Lunar Hard Seltzer was ready to hit the taste buds of everyone else who missed their home, family, and culture. Each flavor is made with real fruit, whether it’s yuzu, lychee, plum, or passionfruit. From getting together with friends for a Koreatown karaoke pregame to enjoying Chinese takeout on your couch, don’t think twice about cracking open a cold Lunar. Decker-Jacoby suggests picking up a variety pack on the way to your next party and says Korean Plum is a must-try.
A Shopping Editor’s Must-Haves: Variety Pack
A Shopping Editor’s Must-Haves: Variety Pack
Bokksu
After living in Japan, Bokksu founder Danny Taing returned to the United States with a bunch of Japanese snacks to share with his friends and family. Once all of the treats were gone, he realized the local specialty snacks were nowhere to be found at stores in America. With that, Bokksu was born in 2016. The company evolved from Taing packing the boxes by himself to offering monthly subscription boxes, one-time treats, and more. Choose between 1, 3, 6, and 12-month subscriptions (starting at $33 for 12 months) if you’ve been waiting for a taste of home and Asian cultures.
Photo: Momofuku.
Momofuku Goods
Chef and founder of Momofuku, David Chang, is the mastermind behind his restaurants, television shows, books, and more. But if you can’t make it to one of his renowned eateries, get a taste of his culinary creations through his jarred Chili Crunch
. It provides the perfect amount of spice and, well, crunch, to whatever dish you’re whipping up at home. Momofuku’s online store also sells noodles and sauces in case you’re really looking to upgrade your pantry. (P.S. Decker-Jacoby highly recommends reading the founder’s memoir, Eat a Peach
.)
More Asian-Owned Brands to Support
- Editor-Approved: BAGGU – everyday bags and accessories
- Editor-Approved: ARIH – a Western-Korean fusion food and beverage brand from BTS
- Editor-Approved: Emi Jay – luxury hair essentials
- Editor-Approved: EADEM – everyday skin and lip care
- BÉIS – travel gear and accessories for the modern traveler
- Omsom – proud and loud Asian flavors
- Nectar – hard seltzers with Asian-inspired flavors
- supermoon – Asian fruit-tea-flavored clear protein
- ELOREA – a modern Korean perfumery
- August – clean period products
- STAND OIL – a Seoul-based handbag and accessories brand
- Affection Blvd – a non-seasonal, slow fashion brand
- OLAH – elevated, earth-friendly silk hair and self care pieces
- SACHEU Beauty – viral-worthy makeup that delivers long-lasting results
- OoMee – marine plant-based beverages powered by seaweed and clean hydration
- Elix – a menstrual wellness brand that combines Chinese medicine and clinical research
- Live Tinted – a clean, vegan, cruelty-free beauty brand
- Kulfi Beauty – a vegan, clean, and cruelty-free makeup brand
- ONE/SIZE – a high-performance makeup brand from Patrick Starrr
- Soft Services – the body skin experts
- Fly By Jing – a Chinese chili crisp and sauce brand
- Fable & Mane – hair and scalp care products made with Indian traditions and Ayurveda in mind
- Sanzo – sparkling water flavored with Asian fruits
- Health-Ade – bubble kombucha brand
- immi – high protein, high fiber, and low carb instant ramen
- Senreve – beautifully crafted handbags and accessories
- JW Pei – an affordable luxury designer brand
- RANAVAT – clinically proven Ayurvedic skin and hair care inspired by Indian beauty rituals
- BONBONWHIMS – whimsical jewelry and accessory brand
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