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The AAPI community is rich, creative and diverse, and the sheer number of Asian-owned brands and businesses below reflects that. Here at In The Know, we’re committed to highlighting diversity during Asian American and Pacific Islander Heritage Month (APAHM) and beyond. We want to make it easy for you to support diverse brands every single day of the year. Whether you’re looking for clean skin care, stylish home decor, yummy snacks to keep in your pantry or stunning, one-of-a-kind jewelry, the following Asian-owned brands are breaking new ground and creating game-changing products. Supporting the AAPI community shouldn’t only happen once a year. Make it a part of your everyday routine by getting to know the Asian-owned brands below and shop all the incredible products they have to offer.
Plus, be sure to check out these Asian-owned Etsy shops!
Founder: Sheena Sood
About the Brand: Inspired by the colors of the world, Sheena Sood’s fashion line abacaxi embodies wanderlust. The Asian-owned fashion brand’s brightly colored dresses and separates are exactly what you’d wear for a much-needed getaway to a beautiful destination, but they work for every day, too. Worth noting, select styles are available up to a size 3X.
Founder: Dr. Shuting Hu
About the Brand: Acaderma is a game-changing, Asian-owned beauty brand that combines skin care and science. Founded by an actual doctor, all of the brand’s products feature clean formulas and cutting-edge ingredients designed to benefit your skin. The brand’s Invisible Shield Defense Serum is a beauty award winner, and the Oasis Barrier Booster is EWG verified.
Founder: Kate Chen
About the Brand: After experiencing the transformative power of superfoods on her acne-prone skin while on a trip to Tibet, Kate Chen was eager to create a clean, plant-based skin care line. Enter Akar, an Asian-owned beauty brand that uses 100% natural ingredients and features everything from cleansers to a high-end moisturizer.
Founder: Denise Lee
About the Brand: The luxury athleisure brand Alala developed after founder Denise Lee realized she needed outfits to transition her from the gym to work and beyond. This idea of an “all-day style” is the driving force behind the Asian-owned fashion brand, whose designs are perfect for mixing, matching and layering together. Alala’s Wander Sweatshirt and Athena Tight are great examples of pieces you can wear all day long, no matter where you’re headed.
Founder: Joseph Altuzarra
About the Brand: Parisian-born designer Joseph Altuzarra launched his fashion line in 2008. He set out to create clothing that makes women feel “confident and sexy in their everyday lives,” and he’s done just that. One of his most recent notable accolades? Vice President Kamala Harris wore one of his designs for her official portrait.
Founder: Gina Nam
About the Brand: It’s not surprising that designer Gina Nam started her own jewelry line; she grew up in a family of jewelers. For her own collection, Nam focuses on creating simple, understated bracelets, rings, necklaces, earrings and more – pieces designed to be worn for years. Even better, her stunning creations are available at truly affordable price points.
Founder: Anita Ko
About the Brand: When it comes to jewelry design, Anita Ko is definitely a changemaker. Her eponymous fine jewelry brand is carried in luxury department stores worldwide and is a favorite among celebrities and jewelry lovers alike. From everyday pieces you can wear daily to one-of-a-kind creations that fit the most special occasions, this is an Asian-owned fashion brand you shouldn’t think twice about supporting.
Founder: Travis Nguyen
About the Brand: Travis Nguyen started Arriste for one simple reason – he was looking for relief. Tired of spending time and money on massages, he turned to percussion therapy and was immediately hooked. Nguyen created Arriste’s Medik Percussive Massager and later added a fitness apparel collection to the brand’s product portfolio.
Founder: Asha and Jai Farswani
About the Brand: Looking for a filling snack? AshaPops are popped water lily seeds that are light, crunchy and pack in four grams of protein per serving. The South Asian food brand combines modern flavors with a superfood from an ancient Indian dietary code known as Ayurveda. The puffed snack comes in flavors like chili lime, vegan cheese, turmeric garlic and dark chocolate.
Founder: Julie and Connie Kuo
About the Brand: Stylish footwear made from recycled materials? Yes, it’s possible, thanks to sisters Julie and Connie Kuo, the Avre founders. The Asian-owned fashion brand sells a variety of cute sneaker styles, all sustainably made. Even better? They’re really comfortable, too!
Founder: Samantha Honstetter
About the Brand: If you live for sweater weather, then Bellemere needs to be on your radar. The Asian-owned fashion brand is all about sustainably sourced cashmere and wool. What’s more is that the brand offers their luxe garments at an affordable price point.
Founder: Anne Curtis and Jacqe Yuengtian Gutierrez
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.
Founder: Michael Zung
About the Brand: When looking for responsibly sourced and sustainably made products for your home, Bloomist works with artisans and ethical suppliers to source small batches of nature-inspired decor. The brand also sells gorgeous ceramic, terracotta and glass vessels for house plants and flowers as well. Founded by Michael Zung, Bloomist was created to inspire you to design your own natural refuge at home. Along with the brand’s plant vessels, you can shop live plants, textiles, and more.
Founder: Sarah Paiji Yoo
About the Brand: Blueland, a sustainable household product brand founded by Sarah Paiji Yoo, wants to end your monthly trips to the supermarket for traditional cleaning products by replacing them with a nickel-sized tablet. The brand’s mission is to eliminate the need for over 100 billion single-use plastic bottles while reimagining consumer packaged goods. To start using more sustainable cleaning supplies at home, Blueland has multiple starter kits to sample its products, ranging from its everyday cleaning solutions to its laundry detergent.
Read more about Blueland here.
Founder: Danny Taing
About the Brand: Bokksu brings Asian-owned food brands (specifically from Japan) stateside with subscription boxes and an online marketplace. The snacks are both savory and sweet, including Kit Kats with unique flavors, mochi, tea, rice crackers and more. You can purchase a box for one month, three months or a year, or you can purchase snacks individually.
Read more about Bokksu here.
Bossy Pants Candle
Founder: Lauren Ebel
About the Brand: Founded by Lauren Ebel, Bossy Pants Candle is an Asian-owned home brand selling hilarious vegan candles. With candles named Quarter Life Crisis, It’s Not Me, It’s You and Did Someone Say Margaritas, Bossy Pants Candles offers scents for every milestone, both good and bad.
Founder: Lauren Jin
About the Brand: Cle Cosmetics is an Asian, clean beauty brand making skin care and makeup for “real womxn.” Each of its products is centered around the latest Korean beauty technology for better-looking skin. Start with its anti-aging Vitamin C Elixir; top it with the CCC cream and finish with a little of the Essence Moonlighter Cushion for an instant glow-up.
Founder: Lena Chao
About the Brand: Single-use cotton rounds are really bad for the environment. Founded by Lena Chao, Clean Circle makes reusable makeup remover pads that are a more sustainable solution. The 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: Priscilla Tsai
About the Brand: As a conscious beauty company, cocokind is an Asian-owned skin care brand offering beauty solutions made for everyone. Priscilla Tsai launched cocokind in 2014 with three values in mind: clean, conscious and accessible, which is exactly what the brand’s products represent now. The first products introduced at the start of cocokind were the matcha, turmeric and beet sticks, which continue to be best sellers today.
Comme des Garçons
Founder: Rei Kawakubo
About the Brand: There are few high-end designers that everyone knows strictly by their names, and the Japanese clothing brand Comme des Garçons is one of them. Known for its iconic heart-and-eyes logo and minimal aesthetic, Comme des Garçons is a timeless presence in fashion that always manages to remain current and fresh. Two of our favorite releases are its Play x Chuck Taylor high top sneaker and its chic chest monogrammed black tee.
Founder: Athina Wang and Florence Shin
About the Brand: Covry is an Asian-owned eyewear brand making eyeglasses for all face shapes and sizes. The brand created its signature Elevated Fit frames by using measurements from real people — not traditional industry standards. Two of Covry’s best-selling frame options are the Pavo frame in “amber” and the Nash frame in “mocha”.
Founder: Aleena, Aleezeh and Naseeha Khan
About the Brand: The world of beauty gets bolder every day, and CTZN Cosmetics is the South Asian-owned vegan beauty brand helping you explore color. Created by three South Asian sisters for every CTZN of the world, the brand offers a plethora of nude and skin tone-appropriate makeup. Some of these include a line of double-sided lip duos, a lip liner, and eye pigments.
Founder: Melissa Shin Mash, Deepa Gandhi and Jessy Dover
About the Brand: Founded by three women, Dagne Dover is on a mission to create problem-solving bags that can make lives easier. Dagne Dover’s intelligently designed products also utilize vegan materials and are non-toxic. The Landon Carryall and Mara Phone Sling are two ITK editor-approved favorites.
Read more about Dagne Dover bags here.
Founder: Vincent Kitirattragarn
About the Brand: Dang Foods is on a mission to share Thai culture through food. The Asian-owned food brand makes deliciously unique Asian American snacks like Thai rice crisps, keto-friendly nut bars and coconut chips. The coconut is ethically sourced from family farms in Thailand, and it’s seriously good stuff.
Founder: Daisy Wang
About the Brand: DAWANG is an Asian-owned fashion brand that combines chinoiserie with western street style. Daisy Wang built the brand, inspired by her upbringing in China and schooling in the U.S., with meticulous designs derived from traditional Chinese fabrics with familiar silhouettes. DAWANG seeks to blend western style with Chinese tradition in a way that everyone, regardless of background, can wear.
Read more about DAWANG here.
Founder: Sana Javeri Kadri
About the Brand: For yummy authentic Indian and Sri Lankan spices, Diaspora Co. is a must-stop destination. Founded by Sana Javeri Kadri, the South Asian food brand wants to showcase what “Made in India” truly means. The company works exclusively with small family farms to produce some of the best flavors the East has to offer, including favorites like Pragati Turmeric and Nagauri Cumin.
Founder: Kriti Tula
About the Brand: If you love high street fashion and sustainability, Doodlage should be on your radar. The brainchild of Indian-born Kriti Tula, the South Asian clothing brand is one of the few labels upcycling industrial waste and using it to create wearable styles and accessories that men and women both love.
Founder: Jenn Im
About the Brand: Eggie is an Asian-owned clothing brand founded by Jenn Im with the mantra, “Dress with confidence and be true to yourself.” The brand sells everything from sweatshirts to blouses and even has cute designs for Disney-lovers. Check out Eggie’s new arrivals and upgrade your loungewear collection.
Founder: Michelle Phan
About the Brand: YouTuber-turned-boss Michell Phan’s beauty brand, Em Cosmetics, is all about playing up and playing with your natural features. The brand offers lightweight makeup in many forms, including tinted SPF and a beautiful blush serum. The brand carries a plethora of products in natural, earthy tones and is a fresh take on minimalist beauty.
Founder: Emilie Heathe
About the Brand: After working for several top beauty brands, Emilie Heathe stepped out on her own to create her clean beauty brand. The line includes a collection of stunning nail polishes made without harsh chemicals and instead includes nourishing ingredients like bamboo, rice and sea buckthorn. Emilie Heathe’s product offerings also include a clean, exfoliating lip balm and a brow powder.
Founder: Eugenia Kim
About the Brand: Eugenia Kim creates hats and headpieces designed to be noticed. Some of her most popular styles include classic straw toppers perfect for summer, stunning bridal designs for the big day, and more recently, super soft and stylish face masks.
Founder: Kimberly Ho
About the Brand: The team behind this adorable beauty line for babies and pregnant people is committed to natural, non-toxic ingredients. The products are formulated in partnership with dermatologists to ensure they meet the highest safety standards. Whether you’re looking for a nourishing belly serum for your growing bump or you want something gentle yet effective to cleanse your little one’s hair and scalp, evereden makes caring for all your baby’s beauty needs easy.
Founder: Kelly Chung
About the Brand: Femmue is an Asian-owned beauty brand that leverages the power of flowers in its highly effective skin care products. All of their skin care serums and oils feature natural ingredients like Camellia Japonica seed oil and rose oil that enriches your skin with antioxidants, helping you to unlock your best complexion ever.
Founder: Lillian Tung and Laura Schubert
About the Brand: Hair removal doesn’t typically get much love or attention in the beauty community, but that’s what makes Fur so special. The beauty brand makes clean hair removal products that are vegan, cruelty-free and all made with non-toxic ingredients. If you’re looking to keep ingrown hairs at bay, try their super popular concentrate. Want a smooth shave? You don’t want to miss their awesome shaving cream options.
Founder: Hankook Kim
About the Brand: Gentle Monster is a Korean fashion brand specializing in sunglasses and optical glasses. Founded by Hankook Kim in Seoul, Korea, in 2011, the brand’s products are like nothing you’ve ever seen before. The glasses are exhibited like museum pieces in what the brand describes as “an immersive and experiential offline shopping experience.” Some of our favorites are the Henrik Vibskov Pencil Glasses and the classic Tega 01s.
Founder: Christine Chang and Sarah Lee
About the Brand: Glow Recipe is a one-stop destination for some of the best Korean beauty and skin care products on the market, with fresh branding that organically attracts the Gen-Z audience. In addition to having effective formulations, Glow Recipe has some of the most Instagrammable skin care products you’ll see today. A couple of best sellers to add to your cart are the Blueberry Bounce Gentle Cleanser and the Watermelon Glow Niacinamide Dew Drops.
Read more about Glow Recipe here.
Founder: David Yi and Michael Engert
About the Brand: Seeking to obliterate the binary in beauty, Good Light presents personal care products aimed at being gentle and effective for everyone. Starring a simple skin care line with a water-based cleanser, a milky toner and a probiotic serum, self-care is done in three easy steps. As the brainchild of David Yi, the brand highlights non-toxic ingredients, utilizing the E.U.’s clean standard (which contains over 1,300 banned ingredients) and is even vegan and cruelty-free.
Grey State Apparel
Founder: Saima Chowdhury
About the Brand: Grey State is an Asian and female-owned and operated fashion brand that specializes in versatile, high-quality pieces. The brand’s apparel is made with eco-friendly and machine-washable cotton. Its pieces can definitely be called “closet heroes”. The Saturday Relaxed Tee and Relaxed Sabine Joggers are sure to become staples in your own wardrobe.
Founders: Tim and Dan Joo
About the Brand: Founded by brothers Tim and Dan Joo, Haerfest’s (pronounced like “harvest”) bags are sleek, stylish and perfect for modern people on the go. From backpacks and briefcases to tote bags and satchels, there’s something for everyone in the brand’s well-designed, curated collection.
Harlow and Grey
Founder: Jeanne Chan and Gloria Wong
About the Brand: San Francisco-based modern party goods retailer Harlow & Grey believes a party can be simple to plan while also being memorable at the same time. Co-founders and cousins Jeanne Chan and Gloria Wong are on a mission to help any party host “turn events into occasions and moments into memories.” The party goods brand offers affordable yet gorgeous plates, napkins, cake toppers, banners and more. But Chan and Wong say that celebrating loved ones is the core mission of Harlow & Grey.
Read more about Harlow and Grey here.
Have a Nice Day
Founder: Steffi Lynn
About the Brand: Illustrator Steffi Lynn is the creator and designer behind the brand who is on a mission to make people smile. Born in Austin, TX, and currently living in Brooklyn, NY, Lynn started Have a Nice Day with her love of product design and her desire to create accessories “that spark positivity and color.” All of the products available from the brand are inspired by the everyday things Lynn encounters — nature, feelings and human interactions all have a hand in the design of each product she creates. The result? Products that make you want to have a nice day, including colorful home decor, phone accessories, art prints and more.
Founder: Daina Trout, Justin Trout and Vanessa Dew
About the Brand: Health-Ade Kombucha was founded by a husband, wife and best friend trio. The Asian American-owned brand makes kombucha, a bubbly probiotic tea that’s made with only four ingredients and packed with living probiotics, healthy acids and antioxidants good for your gut.
Founder: Ju Rhyu, Dwight Lee and Andrew Lee
About the Brand: When you’ve got a pimple emergency, look no further than Hero Cosmetics‘ line of pimple patches and other blemish remedies. Co-founder and CEO Ju Rhyu discovered hydrocolloid acne patches and never looked back. Now, through Hero Cosmetics, her mission is to educate and let everyone know the secret of their pimple patches. Some of the best-selling products from this Asian-owned skin care brand include the Mighty Patch Original and the Rescue Balm, a pimple recovery cream.
Founder: Conway Liao
About the Brand: Hudson Wilder is the Asian-owned kitchen brand you didn’t know you needed. The brand’s mission is to “make timeless tabletop goods for everyday rituals.” Browse the eye-catching everyday kitchen essentials like the Aita Amber Base Short Glasses and the Apsel Matte Gold Flatware Set.
Founder: David Phan and Cathy Tran
About the Brand: Toothpaste tubes are a thing of the past. Huppy is an all-natural, zero-waste toothpaste that you can feel good about. It’s one of the few Asian-owned, clean beauty and wellness brands specializing in dental care. Try the brand’s peppermint toothpaste tablets for a refreshing brush or the unique charcoal mint formula. The reusable and refillable containers also make them a great toothpaste alternative for travel.
Founder: Jing Zeng
About the Brand: When Jing Zeng set out to create her own fashion line, she was unwavering in her commitment to quality, timelessness and accessibility. Now, J.ING is a wildly popular Asian-owned fashion brand that sells on-trend yet classic styles that make women feel beautiful and empowered.
Founder: Jason Wu
About the Brand: Jason Wu first popped up on the fashion scene back in 2007 with a ready-to-wear collection that immediately grabbed shoppers’ attention. His designs are classic yet perfectly tailored to ensure a stunning fit making any woman look and feel powerful and feminine. More than 10 years later, he’s still creating clothing women want to wear, plus he launched a beauty line!
Jason Wu Beauty
Founder: Jason Wu
About the Brand: Though known for fashion design, Jason Wu built his beauty brand from a more accessible standpoint. Jason Wu Beauty produces inclusive products that don’t pack down your natural beauty. The brand offers simple but luxe products like earthy eye makeup and a multi-use lip, eye and cheek stick. Plus, there’s even a freckle pen to enhance those natural features.
Founder: Jin Soon Choi
About the Brand: You might recognize JINsoon as one of the most influential nail spas in New York City. Founded by Jin Soon Choi, the brand is known for its “9-free” and “10-free” nail polish formulas — meaning its polishes are free of known harsh chemicals like formaldehyde, toluene, DPB, camphor and formaldehyde resin. Add this Asian, clean beauty brand to your at-home nail kit – don’t forget the brand’s popular flower art collection and its award-winning honeysuckle and primrose cuticle oil.
Founder: Stephanie Li
About the Brand: JW Pei is an LA-based, Asian-owned sustainable fashion and accessories brand founded by a husband and wife duo. The brand’s mission is to make luxury fashion sustainable, accessible and empowering. Vegan materials are at the heart of the brand’s designs. Choose from the brand’s textured Maze Bag collection or go for a more classic design with the Envelope Bag collection.
Founder: Sarah Law
About the Brand: Fun fact: designer Sarah Law decided to name her handbag line KARA after the word “karaoke”. Rather than create bags that blend in, Law’s purses are statement pieces, featuring exciting details like chunky metal straps and mesh-fringe top handles.
Founder: Liah Yoo
About the Brand: YouTuber and beauty influencer Liah Yoo founded the skin care brand Krave Beauty after gaining experience working at Korea’s largest beauty company, AmorePacific. The Korean skin care brand’s mission is to challenge the fast-paced industry to slow down and help people press reset on their skin care routines. Krave Beauty has a cult following that swears by its four hero products. Two you should definitely add to your cart are the Matcha Hemp Hydrating Cleanser and the Great Barrier Relief Skin-Soothing Serum.
Read more about Krave Beauty here.
Founder: Priyanka Ganjoo
About the Brand: Priyanka Ganjoo, the founder of Kulfi Beauty, 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.
Read more about Kulfi Beauty here.
Founder: Jennifer Lee
About the Brand: When it comes time to update your skin care routine, be sure to check out LAPCOS. The Asian-owned beauty brand specializes in cruelty-free products that feature high-quality ingredients combined with game-changing technology to ensure they actually deliver results. In addition to skin care products, LAPCOS also offers treatments for your body and hair.
Founder: Deepica Mutyala
About the Brand: Live Tinted’s founder Deepica Mutyala went viral back in 2015 when a video of her covering her under-eye circles with red lipstick blew up across the internet. A few years later, Mutyala launched Live Tinted as a “digital community that explores diversity beauty.” She debuted her first makeup product, the Huestick, in 2019. It’s an eye, lip and cheek multistick that’s still one of the brand’s best sellers to this day.
Read more about Live Tinted here.
Founder: Adnan Aleem
About the Brand: Co-founded by Adnan Aleem in 2016, Love Closely creates modern streetwear inspired by the culture and history of the Middle East and South Asia. Many of the designs are sustainable, gender-neutral and often feature Arabic poems and scripts. From chic bucket hats to fashion-forward crewneck sweaters, there’s a range of looks to style you from head to toe.
Founder: Jackie Kim
About the Brand: Beauty lovers across the internet can’t stop raving about Maelove’s best-selling Glow Maker Antioxidant Serum. It has nearly 10,000 five-star reviews and has sold out multiple times. As a brand, Maelove is committed to science, quality, clean ingredients and customer satisfaction. Given how popular their product lineup is, they’re definitely hitting the mark.
Founder: Mai Tran
About the Brand: Mai Couture’s 2-in-1 blotting papers are a makeup bag staple. The portable and travel-friendly blotting sheets come infused with bronzing powder on one side for sunkissed color on the go. The makeup sheets also come in blush, foundation and highlighter!
Founder: Marion Grasby
About the Brand: If you’ve got hours to kill watching YouTube videos, head to Grasby’s channel featuring the most delicious Asian-inspired creations by Grasby herself. Plus, in response to popular demand, Grasby recently released a line of sauces incorporated throughout her recipes. She also offers a subscription box for U.S.-based fans, including sauces, recipes and more.
Founder: Eunice Byun and Dave Nguyen
About the Brand: Material Kitchen proves you don’t have to spend a fortune to get chef-quality cookware essentials. This Asian-owned kitchen brand creates modern and minimal designs crafted from Japanese stainless steel, natural maple and natural walnut guaranteed to last a lifetime. The brand’s Trio of Knives is probably one of the best investments you’ll make as a burgeoning chef, but the 29, Your Way set includes basic cookware staples to get you sauteeing and simmering.
Founder: Mikimoto Kōkichi
About the Brand: More than 100 years after its founding, Mikimoto is still synonymous with stunning pearl jewelry. Believe it or not, the first Mikimoto pearl shop opened in 1899 in Japan, and the Asian-owned jewelry brand is still creating timeless pieces to this day.
Founder: Mishti Rahman
About the Brand: When people kept asking founder Mishti Rahman what lip color she was wearing, she finally decided to create her own lipstick. The hero product in the Mishti Makeup brand is a universally flattering lip crayon designed with the pigmented color of lipstick and the precision of lip liner. It’s vegan, cruelty-free and $1 from each purchase benefits charity.
Founder: Jennifer Lee
About the Brand: If you’ve embraced the loungewear lifestyle and you’re never going back, meet Mono B. From their soft, stretchy leggings to their supportive, yet stylish sports bras, this Asian-owned fashion brand gets athleisure right. Active people who are also eco-conscious will be happy to know the brand has a line featuring pieces made from recycled materials.
Founder: Sisun Lee
About the Brand: More Labs is an Asian-owned wellness brand that creates drinkable supplements to help your mind and body function at their best. The company started with its Morning Recovery drink, which aids in hangover recovery. Today, the brand also sells supplements for sleeping better, focusing and hydrating.
Founder: Seiji Tsutsumi
About the Brand: The Japanese retail brand Muji is known for its household and consumer goods. Though you can expect to find inexpensive furniture and interiors, the brand also has products across skin care, minimalist stationery and even snacks. Plus, with its sleek product designs, the brand adds a modern but functional touch to any home.
Nguyen Coffee Supply
Founder: Sahra Nguyen
About the Brand: This Brooklyn-based, Asian-owned food brand is the first specialty Vietnamese coffee company in the U.S. Nguyen Coffee Supply partners with a fourth-generation farmer in Vietnam to create delicious blends using organic green beans. The coffee is available as a subscription service, or you can buy five-pound bags and specialty trios.
Founder: Jessica Tse
About the Brand: Having worked in the fashion industry for many years, Tse decided to create her own lifestyle brand, including fun, whimsical jewelry. Notte Jewelry is all about sparking happiness, and its quirky, colorful earrings and necklaces do just that.
Founder: Joy Cho
About the Brand: What started as a graphic design studio in 2005 by Joy Cho, Oh Joy! has become a full lifestyle brand that’s had several collaborations with Target, Keds, Band-Aid and more. The brand is the epitome of products that help spark happiness and joy because of its whimsical patterns, designs and bold use of color. You can shop some of Oh Joy!’s current collections at Keds, Calpak and Mixbook.
Founder: Kristin Eldredge
About the Brand: ‘Okina began as one mom’s quest to feed her kids more nutritious foods. In Hawaii, Kristin Eldredge started tracking down the best ingredients she could get her hands on and even experimented in her own kitchen. But she also wanted to give other families access to better meals, which sparked Eldredge’s idea for ‘Okina — a line of gluten-free and vegan baking mixes made with whole food ingredients. Now you can shop ‘Okina’s delicious original collection of mixes in one pack, which includes four flavors.
Founder: Vanessa and Kim Pham
About the Brand: Omsom is an Asian-owned food brand that makes it easy to create restaurant-quality meals at home in under 30 minutes. Its Asian dish starters combine all the sauces, aromatics and seasonings you need to make dishes like Korean Spicy Bulgogi or Vietnamese Lemongrass BBQ. Just add your choice of protein and veggies.
Read more about the Omsom starter kits here.
Founder: Shiza Shahid
About the Brand: If you’ve casually scrolled through Instagram over the past year, chances are you’ve seen the Internet’s most sold-out pan, the Always Pan, by the Asian-owned kitchen brand Our Place. The direct-to-consumer company was founded by Shiza Shahid who spent years designing the cooking vessel meant to combine the work of tools you regularly use in your kitchen. Aside from the best-selling Always Pan, we also love the brand’s chic, stackable drinking glasses.
Read more about the cult-favorite Always Pan here.
Out East Eyewear
Founder: Jeremy Valeda
About the Brand: If you’ve ever been to the Hamptons, then the name of this Asian-owned eyewear brand makes total sense. Out East’s ultra-cool sunglasses are designed and handmade in the Long Island enclave. Not only does Out East offer some of the trendiest designs all year round, but they also have a seriously awesome replacement program allowing customers to replace their shades up to two times per year.
Peach & Lily
Founder: Alicia Yoon
About the Brand: Korean skin care brand Peach & Lily’s mission is simple: to empower its customers to transform their own skin. The worry-free skin care brand highlights the importance of providing customers with both the knowledge and the products needed to achieve healthy skin. Two of Peach & Lily’s most popular products are the cult-classic and best-selling Glass Skin Refining Serum and its Acne Spot Dots.
Read more about Peach & Lily here.
Founder: Jaclyn Fu
About the Brand: Once upon a time, no one really talked about bras. Thankfully, that’s all changed. Today, people with breasts have many bra options combining comfort and style. Pepper, in particular, is an Asian-owned lingerie brand catering to cup sizes AA, A and B. Their bras are specially designed to fit sizes often overlooked by other lingerie brands
Founder: Phillip Lim
About the Brand: Phillip Lim debuted his first collection at New York Fashion Week in 2005. Since then, the endlessly talented designer has opened 14 stores worldwide, launched a capsule collection with Target and custom-designed pieces for previous First Lady Michelle Obama.
Founder: Lin Chen
About the Brand: Lin Chen is the founder and CEO of Pink Moon, an Asian-owned wellness brand that started as a consultancy and is now a marketplace that highlights sustainable beauty brands. When shopping on Pink Moon’s website, it’s easy to find exactly what you want, thanks to the brand’s specific filters ranging from “TSA-approved” to “low waste” and “essential oil-free.” The brand’s Midnight Melody Body and Hair Oil can be used on your body, hair and in your bath, making it a great addition to any skin care regime.
Read more about Pink Moon here.
Founder: Susana Saeliu
About the Brand: Founded by Susana Saeliu in 2018, Pluto Pillow is an innovative retailer customizing pillows based on your sleep position. The brand uses a simple questionnaire that factors in your sleep position preference (whether you’re a back, side or stomach sleeper) and favorite types of pillow material (down versus foam) to create a made-to-order pillow in a matter of minutes. Since its launch, more than 90,000 people have taken the questionnaire, allowing the brand to scour through about one million data points to improve the site’s algorithm and create perfect pillows for everyone.
Read more about Pluto Pillow here.
Founder: Prabal Gurung
About the Brand: Born in Singapore and raised in Nepal, Prabal Gurung now calls New York City home. This is also where he chooses to produce his fashion-forward designs for his eponymous clothing label. Just one year after Gurung launched his fashion line, First Lady Michelle Obama wore one of his creations to the 2009 Presidential Inauguration.
Founder: Shobha Phillips
About the Brand: “Nude” is not a one-shade-fits-all, and Proclaim is here to prove that. The Asian-owned fashion brand creates flesh-toned undergarments in hues accommodating a variety of different skin colors. Bonus: Proclaim’s pieces are ethically made and seriously soft and comfy.
Founder: Shobha Phillips
About the Brand: There are tons of Asian-owned clothing brands out there that you need to know, and Profound Co. should be high on your list. Combining the allures of streetwear and high fashion, Profound Co.’s menswear pieces are perfectly dubbed as wearable works of art. From its bandana-print hoodies to its chic landscape-printed puffer coats, this brand brings the best of both worlds.
Founder: Ming Zhao
About the Brand: Proven has been talked about in the skin care world for a few years now — 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.
Founder: Carrol Lee
About the Brand: Provenance Meals is an Asian-owned meal delivery company that makes healthy prepared meals for breakfast, lunch and dinner. All of the meals are organic, gluten-free, dairy-free and refined sugar-free. It’s famous for its 3-day Feel Good Fix where the goal is to “reboot” your body by removing toxins causing gut inflammation.
Read more about Provenance Meals here.
Founder: Syama Meagher and Deidra Jones
About the Brand: Co-founded by Southeast Asian American Syama Meagher, Rendall Co. creates refined, long-lasting workwear you’ll actually want to put on — and keep on. In the wake of the COVID-19 pandemic, the Asian American-owned clothing brand also launched a line of high-quality face masks and aprons that shoppers love. A couple of our favorites from the brand are its Ace Face Masks and the Larkspur Bib Apron.
Read more about Rendall Co. here.
Founder: Ryan Lee, Kay Kim and Johnny Wu
About the Brand: Founded by three friends, Kay Kim, Ryan Lee and Johnny Wu, the Asian-owned home brand Rooted was created to help people reconnect with nature by making plant shopping breezy and sustainable. Here, you’ll find cacti, tropical plants, air plants and accessories to keep your plant babies alive and well. Two of our favorite plants Rooted offers are the purple passion plant named Prince and the anthurium plant named Liv.
Founder: Sidney Beck
About the Brand: Saturday Skin is one of the few Asian-owned, clean beauty brands at Sephora. The brand’s mission is to make your skin look and feel as good as it does on a luxurious weekend morning, every single day. Try the brand’s Waterfall Glacier Water Cream for mineral-rich moisture or use the Pore Clarifying Toner for balanced, clear skin.
Founder: Angela Jia Kim
About the Brand: Savor Beauty is a tribute to traditional Korean self-care rituals. It’s an amazing natural skin care 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 feel velvety smooth.
Founder: Charlotte Cho
About the Brand: Soko Glam is an online marketplace specializing in curating Korean beauty and skin care products. The brand’s goal is to inspire good skin habits and to help you perfect your K-Beauty routine. The company believes skin care is a personal journey that should evolve with you through different life stages, styles, environments and experiences. Some best sellers to add to your cart are the Good (Skin) Days C’s The Day Serum and the Neogen Real Ferment Micro Essence.
Founder: Hao Rone
About the Brand: State Cashmere is an Asian-owned clothing brand that offers 100% pure cashmere pieces. These luxurious, yet affordable, pieces are made with sustainably sourced cashmere from Inner Mongolia. The brand also offers recycling and repair programs to keep its products in your closets (and out of landfills) for as long as possible. Treat yourself to a deliciously soft cardigan or turtleneck from the brand.
Read more about State Cashmere here.
Founder: Tina Chow Rudolf
About the Brand: If you’re of the mindset that skin care is self-care, then you should definitely check out Strange Bird. The brand is on a mission to make skin care spiritual with restorative natural ingredients and flower and crystal essences infused into each of its products. The brand even inscribes grounding mantras on all of their products, feeding your spirit inside and out.
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 and clean formula that really lasts and shines, so you don’t have to sacrifice health for beauty. Start with No. 25 — it’s the perfect everyday shade!
Read more about Sundays here.
Founder: Christina Tung
About the Brand: If you’re all about curating a jewelry collection that’s unique and personal, then you need a piece from Asian-owned jewelry brand SVNR. Not only is every piece handmade, but they’re all made from reused, upcycled and/or natural materials. So no matter what you buy, you’ll own a creation that’s truly one of a kind.
Founder: Thakoon Panichgul
About the Brand: Thai American designer Thakoon Panichgul launched his namesake fashion brand in 2019. Designed to be simple, modern and timeless, Thakoon’s pieces have appeared in countless magazines and have been worn by celebrities around the world. Most recently, the designer has leaned into loungewear with an effortlessly cool collection of tees, sweats and more.
Founder: Lisa Li
About the Brand: If you could use some more tranquility in your life, The Qi is here to help you through the healing power of flowers. The Asian-owned wellness band offers a range of handpicked and organically grown flowers that you can steep in water for tea. Among some of the notable picks include the Shangri-La Rose and the Blue Lotus.
Founder: Eliza Blank and Gwen Blevens
About the Brand: When you want to learn about and shop plants online, The Sill is one of the trendiest places to seek out. Taking the stress out of plant parenting, The Sill helps you bring greenery into your home. With a range of plants for beginners to plants for pet owners, The Sill brings all levels of plant care together.
Founder: Justine Tiu and Adrian Zhang
About the Brand: For those curious about crocheting but too intimidated to try it out, meet The Wobbles. The beginner-friendly crochet kits are cute enough for a variety of ages to enjoy. Founded by Justine Tiu and Adrian Zhang, you can find a new love for a new hobby with the brand’s crochet stuffed animals, including the Fox Crochet Kit, Poppi The Hippo and the Rabbit Crochet Kit.
Read more about The Woobles here.
Then I Met You
Founder: Charlotte Cho
About the Brand: Charlotte Cho, a licensed esthetician, launched the Korean skin care brand Then I Met You to create high-quality skin care items and inspire consumers to see their skin care routine as a form of self-care. Then I Met You wants everyone to commit to a skin care routine as it can “yield meaningful connection and rewarding results.” Two of the brand’s most popular items include the Living Cleansing Balm and Soothing Tea Cleansing Gel.
Read more about Then I Met You here.
Founder: Claudia Teng and Olamide Olowe
About the Brand: Founders Olamide Olowe and Claudia Teng created Topicals because there is a lack of skin care available to those with common skin conditions. One in four Americans have a skin condition or disease, and dermatologist visits aren’t cheap. The young founders are setting out to address common skin conditions like eczema, hyperpigmentation, psoriasis and more with their first two products. Like Butter is a hydrating mask, and Faded is a brightening and clearing gel.
Read more about Topicals here.
Founder: Amy Liu
About the Brand: Tower 28 creates easy-to-use makeup products for those with sensitive skin. In fact, all of the Asian-owned beauty brand’s products follow the National Eczema Association’s ingredient guidelines. The brand’s Bronzino Illuminating Cream Bronzer and ShineOn Lip Jelly are favorites amongst customers.
Read more about Tower 28 here.
Founder: Tariq Dixon
About the Brand: TRNK makes elevated yet accessible home decor easy for everyone — even those who don’t have a knack for interior design. The brand’s Segment series are among their most popular, as is the Modular series, both of which can be arranged to suit your needs and space.
Founder: Andrea Xu and Will Nichols
About the Brand: Umamicart is an online grocery store that celebrates Asian American culture through its ever-evolving cuisine. It delivers traditional Asian food staples and up-and-coming, Asian-owned food brands like baked shrimp chips, Mother in Law’s Kimchi and royal milk tea.
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! The founder 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.
Xi’an Famous Foods
Founder: Jason Wang
About the Brand: Xi’an Famous Foods is an Asian-owned restaurant that started as a bubble tea shop in Flushing, Queens. Eventually, people started showing up for the food, not the tea. Roughly six years later, there are now 14 X’ian Famous Foods restaurants across NYC. Don’t live in the city? Xi’an Famous Foods makes meal kits that ship nationwide too.
Read more about Xi’an Famous Foods here.
Founder: Shigeru Yamazaki
About the Brand: Two things you’ll immediately notice about Yamazaki Home: it’s functional and simple. What started as a century’s old ironing board manufacturer became a destination for smart space-savers in the home. The brand curates furnishings and home accessories, nodding to everyday life in Japan, helping make your home flow. With kitchen storage solutions galore, there’s an array of minimalist shelving, storage carts and even bed and laundry products.
Founder: Karalyn Zamora and Anastasia Alt
About the Brand: Co-founded by Karalyn Zamora in 2020, the Yana Sleep Pillow is a “360-degree revision of old-school sleep routines.” Because the pillow contours to your body, it helps relieve tension in your knees and joints while promoting deep, transformative sleep. Made from organic cotton and bamboo velour, you’ll keep cool and comfortable all night long.
Founder: Angela Chau Gray and Ervina Wu
About the Brand: Taking their inspiration from Chinese Medicine, Yina’s co-founders set out to create products that blend beauty and wellness. Their sustainable products are both luxurious and highly effective, proving that you really can have it all.
Contributors: Madison Alcedo, Taylor Bell, Ari Bines, Ellie Conley, Moriba Cummings, Jeanine Edwards, Brittany Nims, Melanie Sutrathada, Julia Webb