10 Asian-owned beauty brands to support today and always

Our team is dedicated to finding and telling you more about the products and deals we love. If you love them too and decide to purchase through the links below, we may receive a commission. Pricing and availability are subject to change. 

A simple ways support AAPI people and the larger Asian community is to show up with your dollars and shop with intention. 

When it comes to the beauty industry, there’s no shortage of options these days. The sheer number of products that address different skin concerns, types and complexions continues to grow every day.

If you’re looking to update your skin care or makeup routine, be sure to check out the Asian-owned beauty brands below. From cleansers and serums to lipsticks and nail polishes, these Asian-owned beauty brands are changing the game with great products you’ll use and love every day.

Blk Cosmetics

Founder: Anne Curtis

About the Brand: Put yourself on the waitlist for this stunning cruelty-free lip treatment oil from blk cosmetics. It’s made with watermelon seed oil, vitamin E and hyaluronic acid for super glossy and moisturized lips. You’ll be the envy of all your friends on Zoom.

Clean Circle

Founder: Lena Chao

About the Brand: Many of us know by now how bad single-use cotton rounds are for the environment. But Clean Circle’s reusable makeup remover pads are a sustainable solution. These machine-washable rounds are made of 100% bamboo velour, designed with finger pockets and a pointed tip to help you get to all those nooks and crannies when you’re cleansing.


Founder: Priyanka Ganjoo

About the Brand: Priyanka didn’t see herself represented in the beauty industry when she was growing up, so she changed the narrative by building an inclusive beauty brand that shines a light on South Asian beauty. Dive into this gorgeous brand starting with the Underlined Kajal Eyeliner in Rain Check, a bold blue shade. The waterproof and smudge-proof formula really comes to life on deeper skin tones.

Mai Couture

Founder: Mai Tran

About the Brand: Mai’s 2-in-1 blotting papers are a staple in my makeup bag. My favorites are the portable and travel-friendly blotting sheets, which come infused with bronzing powder on one side for sun-kissed color on the go. The makeup sheets also come in blush, foundation and highlighter!


Founder: Ming Zhao

About the Brand: Proven has been on my radar for a few years — and definitely for good reason. It’s called the “world’s most personalized 3-step skincare” with formulas that are clinically effective and unique to your skin, diet, environment and lifestyle. All it takes to achieve glowing skin is your personalized sunscreen, cleanser and night cream.

Savor Beauty

Founder: Jia Kim

About the Brand: Savor Beauty is a tribute to traditional Korean self-care rituals. It’s an amazing natural skincare line that uses certified organic ingredients. If your skin feels dry and irritated, add Savor Beauty’s Lavender Milk + Honey Face Cake Mask to your cart. It’s perfect for soothing your skin and helping your face to feel velvety smooth.


Founder: Amy Ling Lin

About the Brand: Sundays is a wellness-inspired nail care brand that offers non-toxic products and services. The brand’s gorgeous colors come in a vegan, 10-free, cruelty-free, non-toxic, clean formula that really lasts and shines, so you don’t have to sacrifice health for beauty. Start off with No. 25 — it’s the perfect everyday shade!

Then I Met You

Founder: Charlotte Cho

About the Brand: Charlotte’s company pulls inspiration by the Korean concept of jeong, which Then I Met You’s website defines as “a deep and meaningful connection that encourages empathy and generosity.” I can’t recommend the brand’s Living Cleansing Balm, a 12x award-winning oil cleanser, enough. It’s essentially magic in a jar, and easily one of the best oil cleansers I’ve ever used.

Tower 28

Founder: Amy Liu

About the Brand: Over the past year, my makeup bag went from holding dozens of different blushes and lipsticks to housing just a few multipurpose products like the ones from Tower 28 Beauty. If you’re looking for one product that does it all, you need BeachPlease Lip + Cheek Cream Blush. It makes your skin look sun-kissed and super glowy. The Magic Hour shade, in particular, is the perfect sun-kissed orange that leaves you looking like you’re wearing a real-life Instagram filter.


Founder: Mabel Lee

About the Brand: Meet lashes you can live in. A single pair of silk lashes from Velour can be worn up to 25 times! Mabel came up with the idea for these high-end lashes in her dorm room a decade ago, and now A-listers like Beyoncé and Kate Upton wear them — they’re that good. Plus, 10% of net proceeds currently go toward organizations supporting the #StopAsianHate movement.

If you enjoyed this article, check out these Asian-owned Etsy shops that you can support now and always!

More from In The Know:

How to teach Black History beyond February

This No. 1 best-selling air purifier ‘removes dust from the air’ before your very eyes — and it’s on sale

Tech Hits: The top 6 gadgets and devices our readers bought in March

8 fashionable men’s sandals that won’t give you that ‘dad look’