Take a peek inside any R29 editor’s makeup bag or bathroom cabinet, and you’re likely to find an abundance of beauty products by Asian brands. While most of us have long been card-carrying fans of Korean beauty specifically, it’s the Asian American-founded beauty brands — ones which have gone from emerging startups to bonafide industry leaders — that have captured our attention of late.
From Tatcha to Kulfi, the AAPI founders behind these brands have managed to carve out a niche in the competitive beauty space by combining traditional wisdom (often stemming from rituals in their respective cultures) with Western product innovation.
The result? Cult favorite makeup, skincare and haircare that is not only efficacious, but inspires and educates, too. Even better, some brands make it their core mission to give back to their communities. Take Tower 28 Beauty, for example. The brand has pledged past donations to the Asian Pacific Fund and Heart of Dinner, which delivers free meals and caring notes to Asian American elders in NYC.
So to honor Asian & Pacific American Heritage Month, we tapped a handful of Refinery29 editors to share their favorite products from AAPI-owned beauty brands — with glowing reviews. You’re bound to want to add some of them to your beauty rotation, too.
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“I’ve tested about 100 highlighters (maybe more) through the years and there’s only one that I still use: this glorious squeeze bottle of golden goodness. I love skincare, of course, but whenever anyone compliments my skin, I always shout out this product, too. It gives skin a pretty, natural sheen that hits the light just right and makes you look hydrated. A little goes a long way. I use a dab on the high points of my cheeks, the bridge and tip of my nose, center of Cupid’s bow, chin and a little at the inner corners of my eyes. The liquid formula blends easily so you don’t end up with any stripes or streaks — you just look like a glowier version of you.” — Michelle Lee, Not Your Token Asian Guest Editor
Shop Ulta
Live Tinted Hueglow Liquid Highlighter Drops, $, available at Ulta
“Glow Recipe has been living in my mind rent-free ever since I started watching Katie Fang’s GWRM videos. The 18-year-old Taiwanese Canadian TikToker is always trying something from the brand, and I’ve already been influenced to get the Watermelon Glow Toner and Niacinamide Hue Drops Serum. Glow Recipe has my vote of confidence since it started out as an e-retailer for K-beauty products, and to this day, founders Sarah Lee and Christine Chang frequently visit Korea for research and development of new launches. I trust that they know their stuff.
“As I’ve mentioned in my Hue Drops review, everything from the brand’s Watermelon Glow line is a winner in my book: I’ve noticed that it has minimized the appearance of my pores, in turn, making my skin less oily but more radiant. The newest launch, Dew Balm Sunscreen Stick, is perfect for summer. It’s the bestselling Dew Drops serum in balm format with SPF 45, and it glides on my skin beautifully without leaving any traces of stickiness or a white cast. I love using it to top up my sun protection on often forgotten parts of my body, such as my eyelids and the back of my ears.” — Venus Wong, Senior Writer
Shop Sephora
Glow Recipe Watermelon Glow Niacinamide Dew Balm Sunscreen Stick, $, available at Sephora
“In my opinion Kulfi Beauty is creating shades of blush, eyeliner, and more like no other brand currently. Purple cheek tints, chartreuse eyeliner pencils, and the like have infused so much joy into my beauty routine, and I love that founder Priyanka Ganjoo drew inspiration from saris for the shade assortment.
“This liquid blush has quickly become a daily favorite of mine — it’s pigmented, glowy (but not shimmery), and blends like a dream. I’m partial to Sandalwood Swirls, a gorgeous rosy terracotta that makes my olive skin glow from within.” — Karina Hoshikawa, Senior Writer
Shop Kulfi Beauty
Kulfi Beauty Mehndi Moment Blush, $, available at Kulfi Beauty
“In my humble opinion, this is the perfect lip product. It’s creamier than a lipstick and lasts as long as a lip stain or lip-liner, but the formula is not drying at all. I love all of the shades it comes in, but Femmebot is my jam. It’s a mauve pink that I consider a neutral. It matches any makeup look or ensemble. I have honestly gone through at least five tubes of this product. You won’t ever find me without it.” — Sara Tan, Beauty Director
Shop Sunnies Face
Sunnies Face Lip Dip, $, available at Sunnies Face
“It’s the chic packaging that drew my attention to Tatcha, namely the little spatulas intended to scoop out the cushiony creams. What keeps me coming back is how the brand merges science (it joins forces with only the best experts) with Japanese tradition and botanical ingredients like rice water, green tea and algae. Tatcha products are hard working and have a wellness edge. It’s hard to strike the right balance, but Tatcha has nailed it.
“The Dewy Skin Cream is what swayed me. Beauty editor peers extolled its virtues so loudly that it was the only beauty product I brought back to the UK with me on my first ever trip to New York in 2020. It was transformative. It enveloped my parched, flaky skin (exacerbated by retinol and freezing weather) and made it feel like silk instantly. My skin glowed in all the right places. Although it was much thicker than the creams I’m used to, it didn’t break me out. Now, I always keep a tub of the stuff inside my bathroom cabinet for days when I need more moisture. My boyfriend (who is very fussy with skincare) is equally as enamored with it.” — Jacqueline Kilikita, Deputy Beauty Director
Shop Tatcha
Tatcha The Dewy Skin Cream, $, available at Tatcha
“If you’re into Korean skincare, you should really take a look at this brand. Cle Cosmetics has some really unique product offerings made with smart ingredients, such as a Lip Powder that melts into a tint when applied to your skin. My favorite is the Multi Cream, which contains palo santo essential oil, hyaluronic acid, and niacinamide. The cedar and frankincense smell is so calming, and I love how the product doesn’t feel overly heavy. It simply enhances the natural glow of my skin.” — Becca Sax, Affiliate Coordinator
Shop Cle Cosmetics
Cle Cosmetics Multi Cream, $, available at Cle Cosmetics
“Fragrance is a very crowded product category, but PHLUR — founded by Chriselle Lim — has managed to break through all the noise. The much-hyped Missing Person became TikTok’s most viral perfume last year. In fact, many people even happened to shed tears over the ‘your skin but better’ scent, as it reminded them of loved ones.
“With notes of fresh bergamot, jasmine and neroli blossom alongside a warm base note of sandalwood, the brand has perfected something cozy, comforting, familiar and nostalgic. It reminds me of my granny, but for you, it might smell like wearing your significant other’s hoodie. That sums up why I’m such a huge fan of the brand: the scents are centered around moods and feelings rather than trendy ingredients, flashy celebrity names, or Instagram-bait packaging.” — Esther Newman, Affiliate Writer
Shop Sephora
Phlur Missing Person Eau de Parfum, $, available at Sephora
“I discovered Eadem when I reviewed its bestselling Cloud Cushion Moisturizer back in 2022. Several launches later, I’m still beyond impressed with its formula. Founders Marie Kouadio and Alice Lin Glover set out to create skincare that works for melanated skin, and committed to hiring chemists and dermatologists who are women of color to work on the products. The buttery moisturizer can be used day and night and feels so luxurious and gentle. The formula is tailored for skin of color like mine and it shows: it makes my skin plumper and smoother without breaking me out. It’s by far the dreamiest product I’ve put on my face.” — Karina Hoshikawa, Senior Writer
Shop Eadem
Eadem Cloud Cushion Airy Brightening Moisturizer, $, available at Eadem
“As an Asian woman, I hold a special admiration for founders in my community that have made their mark in the beauty industry by taking risks. I became a bit of a fan girl of Amy Liu, the founder of Tower 28 Beauty, ever since learning about her entrepreneurial journey. She left behind a corporate executive career to launch her affordable beauty brand aimed at people with sensitive skin types. The AAPI community will likely agree that we face lots of pressure from our parents, so it has been refreshing to see Liu pursue a challenge that she is truly passionate about.
“I’ve tried tons of Tower 28 Beauty bestsellers, and would pretty much recommend anything from the makeup collection: the products are highly pigmented, buildable, and easy to use, so you get lovely results by just applying with your fingertips. I never leave the house without dabbing The BeachPlease Cream Blush (in the shade Magic Hour) on my cheekbones. It adds a rosy flush to my face that looks so pretty and natural, and it’s a neutral color that looks good on both warm and cool undertones. I love pairing it with The ShineOn Lip Jelly (in the shade Coconut) for a “no makeup” make up look.” — Venus Wong, Senior Writer
Shop Tower 28
Tower 28 Beauty BeachPlease Cream Blush, $, available at Tower 28 Beauty
“Naturium products boast all the ingredients we know work — think 2% salicylic acid, retinol, niacinamide and peptides — without complicated names or convoluted marketing. A lot of the time, ingredients like retinaldehyde (a potent retinoid) or vitamin C can be expensive, but the price points are reasonable.
“It’s impossible to choose just one, but the Retinol Body Lotion is a standout product. I’m very lazy when it comes to moisturizing my body (I’d rather not have a body care routine at all) but this is one lotion that convinced me it’s a must. I used this every day until the very last drop and it visibly reduced my scaly skin texture, minimized razor bumps and banished ingrown hairs. My limbs look glossy and smooth whenever I use it. It really is an unsung hero.” — Jacqueline Kilikita, Deputy Beauty Director
Shop Target
Naturium Retinol Body Lotion, $, available at Target
“Whenever I need that extra something to enhance my day, I reach for a product from Pink Moon. Founded by Lin Chen, the brand combines centuries-old wisdom from traditional Chinese medicine with vegan and eco-conscious ingredients to create a product lineup that not only calms and nourishes the skin, but makes me feel like I’m taking good care of myself as well.
“The brand’s hero product is a face oil specifically formulated for gua sha (our Senior Writer Venus Wong has shared her thoughts on it in her Pink Moon review), but my favorite is the Lunar Rose Mist. The floral smell is so gorgeous, and I feel like my skin is getting a burst of good energy with every spritz.” — Becca Sax, Affiliate Coordinator
Shop Pink Moon
Pink Moon Over the Moon Lunar Rose Mist, $, available at Pink Moon
“I’m somewhat of a fragrance obsessive. I already own more bottles than I will possibly finish in my lifetime, but that doesn’t stop me from picking up new ones — especially when they’re from Ellis Brooklyn. I’ve followed founder Bee Shapiro’s work since she was a long-term beauty reporter for the New York Times, and Ellis has released some of the most unique, creative scents I’ve encountered as a beauty editor.
“My current favorite is Miami Nectar. The combination of floral notes such as Lily and Plumeria with sultry amber and salted wood was intoxicating to begin with, but the splashes of coconut water and pineapple made this a downright unmissable vacation scent. I plan to wear it exclusively this summer.” — Karina Hoshikawa, Senior Writer
Shop Ellis Brooklyn
Ellis Brooklyn Miami Nectar Eau de Parfum, $, available at Ellis Brooklyn
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