The AAPI-Owned Beauty Brands Defining the Industry Right Now

Skin-First Faves

GLOW RECIPE

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Founded by Korean beauty insiders Sarah Lee and Christine Chang, GLOW RECIPE helped bring K-Beauty into the mainstream with its fruit-powered, glow-boosting formulas. From the viral Watermelon Glow line to barrier-supporting serums, the brand makes clinically effective skincare feel fun, sensorial, and actually approachable.

COCOKIND

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Founder Priscilla Tsai set out to make skincare more transparent and more accessible. COCOKIND is known for ingredient-forward formulas (think ceramides, SPF, and retinol alternatives) at approachable price points, with a focus on education so you actually understand what you’re putting on your skin.

DR. JART+

Co-founded by Dr. SungJae Jung, this brand blends dermatology and K-Beauty innovation. It’s best known for its Cicapair line, which targets redness and barrier repair, aka the products you reach for when your skin is doing the most and needs to chill.

PEACH & LILY

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Founded by esthetician Alicia Yoon, PEACH & LILY bridges Korean skincare philosophy with real-world routines. The Glass Skin Refining Serum alone has earned icon status for delivering that hydrated, lit-from-within finish without a 10-step routine.

LANEIGE

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A legacy K-Beauty brand, LANEIGE is synonymous with hydration. Its Lip Sleeping Mask practically lives on every nightstand (and FYP)—and for good reason: it delivers visibly smoother, softer lips overnight.

THEN I MET YOU

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Founded by Charlotte Cho (co-founder of Soko Glam), this brand is rooted in intentional Korean skincare rituals. Think double cleansing, antioxidant-rich formulas, and textures that turn your routine into something you actually look forward to.

KRAVEBEAUTY

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Created by influencer Liah Yoo, KRAVEBEAUTY is all about “press reset” skincare—focusing on repairing your barrier instead of overwhelming it. Its minimalist lineup (like the Great Barrier Relief serum) is designed to do less, but better.

INNISFREE 

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INNISFREE has been a mainstay on the K-Beauty scene since 2009. It was founded by Sunghwan Suh, who was inspired by seeing his mother use camellia oil for her own personal care products. INNISFREE is known for iconic green tea formulations (like the Green Tea Ceramide Milk Barrier Essence) that are boosted by science and loaded with hydrating benefits for your skin.

BYROE

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BYROE, founded by Amy Roe, believes that what you apply to your skin matters just as much as what you put into your body. She created products like Hydrangea Tea Intensive Hydration Serum and Oat Yogurt Moisture Barrier Cream to give your skin the healthy diet it craves, and we love to mix and match them to build the perfect routine.

Makeup That Gets It

TOWER 28

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Founded by Amy Liu, who created the brand after struggling with eczema, TOWER 28 is built for sensitive skin that still wants results. Every formula meets the National Eczema Association’s guidelines, meaning you get soothing, non-irritating products (like the cult-favorite SOS Rescue Spray) without sacrificing  performance.

LIVE TINTED

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Founded by Deepica Mutyala after her viral “red lipstick color corrector” hack, LIVE TINTED was built to serve overlooked undertones. Its Huesticks are multitasking essentials designed for color correction, blush, and more, especially for medium to deep skin tones.

KULFI BEAUTY

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Founder Priyanka Ganjoo created KULFI to bring South Asian representation—and joy—into beauty. Known for its kajal eyeliners and complexion products, the brand celebrates bold color while keeping formulas easy and wearable.

PATRICK TA BEAUTY

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Celebrity makeup artist Patrick Ta built this brand around his signature “glow from within” aesthetic. His dual blushes (cream and powder) and sculpting products are designed to layer seamlessly for that red carpet, but make-it-everyday finish.

WANDER BEAUTY

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Divya Gugnani created WANDER BEAUTY because, as a mother of two, she wanted to create effortless beauty essentials that would make it easier for herself and other working women to balance beauty with their busy schedules.

ONE/SIZE

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Patrick Starrr needs no introduction, but humor us for a minute. The YouTube beauty icon has long championed self-expression and inclusivity (two values we share here at IPSY), and he infuses that ethos throughout his must-try beauty brand ONE/SIZE. 

Heritage Meets Innovation

TATCHA

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Founded by Vicky Tsai, TATCHA is inspired by Japanese beauty rituals and powered by ingredients like rice, green tea, and algae. The brand is known for turning centuries-old practices into luxurious, glow-inducing formulas (The Dewy Skin Cream is forever a standout).

RANAVAT

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Founder Michelle Ranavat brings Ayurvedic beauty traditions into modern skincare. Using ingredients like saffron and turmeric, the brand focuses on radiance, nourishment, and ritual-driven routines.

FABLE & MANE

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Founded by siblings Nikita and Akash Mehta, this hair-care brand is rooted in Indian hair-oiling traditions. Its HoliRoots oil is designed to strengthen strands, support growth, and turn scalp care into a ritual.

MOUNT LAI

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Co-founded by Stephanie Zheng, MOUNT LAI modernizes traditional Chinese beauty tools like jade rollers and gua sha. It’s all about slowing down your routine and incorporating techniques that boost circulation and lymphatic drainage.

DAMDAM

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Founded by Giselle Go and Philippe Terrien, DAMDAM brings a minimalist Japanese approach to skincare—fewer steps, high-quality botanicals, and a focus on long-term skin balance.

ELLIS BROOKLYN

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Taiwan-born founder Bee Shapiro doesn’t just create clean, sophisticated fragrances—she also covers beauty for the “New York Times” (NBD, right?). She debuted ELLIS BROOKLYN in 2015 after becoming pregnant and seeing a lack of clean fragrance options. Whether you reach for the fan-fave MYTH Eau de Parfum or the Apres Eau De Parfum Spray, you’re guaranteed to find a signature scent.

The New Guard

OLIVIAUMMA

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Founded by Hye Young Kim, OLIVIAUMMA blends Korean skincare innovation with a playful, Miami-inspired aesthetic. Known for its toner pads and glow-boosting formulas, the brand makes effective skincare feel fun, unfussy, and very display-worthy.

DIEUX SKIN

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Co-founded by cosmetic chemist Joyce de Lemos, DIEUX SKIN is built on radical transparency, sharing sourcing, pricing, and formulation decisions openly. Its reusable eye masks and barrier-supporting formulas have earned it a loyal, ingredient-savvy following.

EADEM

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Created by Marie Kouadio Amouzame and Alice Lin Glover, EADEM focuses on melanin-rich skin, specifically targeting hyperpigmentation without compromising skin barrier health. Its Milk Marvel serum is already a cult favorite.

SACHEU BEAUTY

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Founded by influencer Sarah Cheung, SACHEU BEAUTY is known for turning viral concepts into truly  effective products—like its lip liner stains and stainless steel tools.