18 Asian-founded brands to support today, tomorrow and forever

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Supporting BIPOC-founded brands shouldn’t be isolated to one month out of the year. Today, more BIPOC-founded brands are emerging into mainstream retailers and shops. This is a (hopeful) indication that supporting these brands will become a mainstay and not an exception.

There are many Asian-founded and Asian-owned brands to learn about and support. Whether it’s Avre sneakers that just launched in 2019 or Lena Chao’s Clean Circle that creates reusable makeup remover bamboo pads, there are a variety of Asian-founded brands you can support right now and all year long.

One way shoppers can support is through purchasing power. By shopping Asian-owned and Asian-founded businesses, you empower these brands and the founders behind them. Get to know a few Asian-founded brands below.


B.zaar Collective

Credit: B.zaar Collective

Founded by women Monica Recto, Gabie Tanjutco and Trisha Lim, B.zaar Collective is an in-house digital marketplace. The Asian-owned brand empowers emerging artisanal brands and designers. 


Credit: Jenn Im / YouTube

Eggie is a clothing brand by YouTuber Jenn Im that supports individualism and celebrates unique stories.


Credit: Amarilo

Amarilo launched in 2011 to redefine classic jewelry for the modern woman. According to the site, “this philosophy transcends into the design – unassumingly, simplistic jewelry that elevates a woman’s everyday style.”


Credit: Covry

Covry creates inclusive eyewear for faces of all shapes and sizes. Founded in 2015, Covry fights to “break away from the industry’s practice of one-size-fits-all.”

Beauty / Wellness

Glow Recipe

Credit: Glow Recipe

Glow Recipe is a beauty brand that focuses on clean skin care and natural ingredients. The Asian-owned brand originated from the co-founders’ desire to educate people about caring for their skin.


Credit: Tatcha

Tatcha is a skin care brand that shares classical Japanese beauty secrets. Victoria Tsai, the brand founder, roots Tatcha with the “marriage of Kyoto craftsmanship and wellness philosophies with California natural ease,” according to the site.

Tower 28

Credit: Tower 28

Named after a lifeguard tower in Santa Monica, California, Tower 28 is a skin care and makeup brand that promotes non-toxic, vegan and cruelty-free products.

Peach & Lily

Credit: Peach & Lily

Peach and Lily is a Korean beauty brand that prides itself on spa-grade, toxin-free and accessible products. According to the site, “[we] are committed to bringing you the very best of Korean Beauty so that you can achieve your best skin yet.”


Credit: Amazon

KraveBeauty, created by beauty influencer Liah Yoo, focuses on challenging the fast-paced beauty industry to “slow down and help people to #PressReset on the way they look at skin care.”


Credit: Laneige

Laneige is a South Korean cosmetics brand that focuses on high-quality skin care and makeup products. The brand specializes in water-rich ingredients that deeply nourish and hydrate the skin.


Dang Foods

The Asian-founded brand started between brothers who were living between New York and Bangkok. Dang, named after the brothers’ mother, shares Asian-American snacks for the entire family to enjoy.

Xi’an Famous Foods

Credit: Xi’an Foods

Xi’an Famous Foods shares the cuisine of Xi’an (of Shaanxi Province of China) with the United States. It has its menu of culturally-relevant dishes. The restaurant has multiple locations across New York and distributes meal kits and a cookbook all over the US.

More Labs

Credit: More Labs

More Labs provides science-backed solutions to practical problems. The brand’s hero product, Morning Recovery, is a bottled tonic for hangovers.


Credit: Bokksu

Bokksu offers snack subscription boxes of authentic Japanese treats, candies and teas delivered to your door.


Pluto Pillow

Credit: Pluto Pillow

Pluto Pillow personalizes pillows for people based on a filled-out quiz online. The brand has over 35 different variations and “feels” of the pillow.

Harlow & Grey

Credit: Harlow & Grey

Harlow & Grey is a party supplies line that offers decorations for any occasion. Located in San Francisco, the brand is a women-owned and Asian-owned business.

Yamazaki Home

Credit: Yamazaki

Yamazaki began as a small, family-run ironing board manufacturer. Today, the Japanese brand has products designed to make life at home simpler.


Credit: Muji

Muji is a Japanese retail company that offers quality products. On its site, you’ll find everything from stationery to household items to apparel.

If you liked this post, check out Kulfi Beauty is the brand making inclusive products for South Asian people.

More from In The Know:

Topicals is the skincare brand addressing chronic skin conditions

CEO of Xi’an Famous Foods shares how his business dreams became reality

24-year-old Tahia Islam is making vintage fashion accessible to BIPOC

DAWANG is the brand that fuses traditional Chinese fabrics with western aesthetics

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