53 Beauty Brands Taking Action to Support the Asian Community Right Now
The fatal shootings that occurred on March 16 across three Atlanta-based spas, which resulted in eight people being killed, six of whom were Asian women, came after a year of heightened discrimination, harassment, and violence against the Asian community amid the COVID-19 pandemic. In just 2020 alone, the Stop AAPI Hate Reporting Center reported nearly 3,800 incidents of hate against Asian Americans and Pacific Islanders, and that astonishing number doesn't even include incidents that went unreported.
The recent surge in violence against Asian Americans has sparked awareness about yet another prevalent instance of racism and xenophobia in the US and has many people asking themselves what they can do to help. Brands across the beauty industry have started to come forward to show their support as allies for the Asian community with initiatives and donations to AAPI-focused organizations, but far too many are still silent, especially given the industry's habit to capitalize on Asian beauty practices.
As a whole, the business of beauty profits off of Asian culture by adopting ingredients, traditions, and products (like sheet masks, jade rollers, and essences) as their own. Soko Glam founder Charlotte Cho told POPSUGAR in a previous interview that part of being an ally is speaking up about anti-Asian violence and hate, but it goes beyond that. "Part of that is giving credit where credit is due; honoring traditions, talking about the inspiration," Cho said. "A beauty brand can create, say, a sheet mask with ginseng in it, but they should be acknowledging the inspiration behind it and the fact that ginseng is an ingredient historically used in Korean and Chinese medicines for generations."
Ahead, we rounded up the beauty brands breaking that silence, taking action, and donating to organizations to help fight violence against the Asian community.
Freck is donating 100 percent of profits from March 18 and March 19 to Stop AAPI Hate.
Riki Loves Riki
Riki Loves Riki, an Asian-owned beauty accessories brand co-founded by Wanchen Kaiser, is donating one percent of all sales through the end of March to AAPI Women Lead.
L'Oréal USA donated $100K to the Asian Americans Advancing Justice.
Milk Makeup is donating $50,000 to the AAPI Relief Fund on GoFundMe.
Touchland donated 100 percent of proceeds on March 17 to Stop AAPI Hate.
Asian-owned beauty brand Pink Moon, founded by Lin Chen, is donating 10 percent of ticket proceeds from its gua sha workshops to AAPI Women Lead. The next one is Saturday, March 20.
Knours, a Korean-owned skin-care brand founded by Julie Park, is donating 10 percent of sales for the rest of the month to National Asian Pacific American Women's Form (NAPAWF).
Cocokind is donating 100 percent of profits on March 18 to the National Asian Pacific American Women's Forum.
Glamcor, an Asian-owned beauty accessories brand co-founded by Wanchen Kaiser, is donating one percent of all sales through the end of March to AAPI Women Lead.
Allies of Skin
Allies of Skin and its younger "sibling" brand PSA Skin, two Asian-owned skin-care brands owned by Nicolas Travis, donated $2.5K to Asian Americans Advancing Justice in Atlanta.
Tula told POPSUGAR it donated to the Asian American Legal Defense and Education Fund (AALDEF), although the brand did not disclose how much.
Orcé Cosmetics, an Asian-owned cosmetics brand founded by Yu-Chen, is donating 100 percent of sales on March 18 to the AAPI Community Fund.
Tarte Cosmetics is making a donation to Act to Change. (POPSUGAR has reached out for more specifics.)
Jergens is donating to AAPI Community Fund, although the brand did not disclose how much.
Juara, a skin-care brand with Indonesian, Japanese, and Chinese heritage, is donating 10 percent of sales of select products from now through April to Stop AAPI Hate.
Beekman 1802 is donating $5,000 to Asian American Journalists Association and is partnering with The Powder Group to launch their #WipeOutHate initiative. A minimum of $5,000 will be donated to Stop AAPI Hate every time a follower shares the #WipeOutHate post on social media now through the end of March.
Josh Rosebrook is matching every dollar that its customers donate to the Asian Americans Advancing Justice.
Anisa Beauty donated $5.9K to AAPI Women Lead and National Asian Pacific American Women's Forum (NAPAWF).
Korean skin-care brand Aloisia Beauty is donating 10 percent of sales through the end of March to various organizations supporting the AAPI community.
Free + True
Free + True, an Asian-owned beauty and wellness brand owned Tami Blake, is donating 10 percent of sales this month to Stop AAPI Hate.
Estate Cosmetics is donating 10 percent of sales in March to Hate Is a Virus.
Orly is donating $10,000 to Stop AAPI Hate.
Nue is donating a percentage of all proceeds from every sale to the National Asian Pacific American Women's Forum, although they did not disclose how much.
Asian-owned skin-care brand Purigenex is donating 10 percent of all sales to Stop AAPI Hate.
Huppy, an Asian American-owned toothpaste tablets brand, is donating five percent of proceeds from all sales to the AAPI Women Lead through the end of May.
Purlisse will be donating 100 percent of their net proceeds from their new Blush Glow BB Cheek Color through the end of March to help support the AAPI community.
Jamila Powell and her company Naturally Drenched are donating 10 percent of April sales to the AAPI Community Fund. Powell will also be personally matching this donation.
Ouai is donating $10K to Stop APPI Hate.
Pseudo Labs is donating 100 percent of proceeds from March 19, 2021, until April 1, 2021 to various AAPI community organizations.
Tower 28 donated 100% of sales on March 19 to the AAPI Community Fund.
Nécessaire donated $10K to Asian Americans Advancing Justice.
EM Cosmetics donated to Stop AAPI Hate, although the brand did not disclose how much.
Hourglass Cosmetics donated to Stop AAPI Hate, although the brand did not disclose how much.
Native Atlas donated 10 percent of sales from March 19 to March 21 to AAPI Women Lead.
Bite & Co
Bite & Co is donating 25 percent of sales for a week starting on March 18 to Stop AAPI Hate.
MyGirl Wellness is donating 25 percent of all sales through the end of March to AAPI Women Lead.
Circumference, a Korean-American skin-care brand founded by Jina Kim, has donated to the AAPI Community Fund, although the brand didn't disclose how much.
Korean-American beauty brand Heydewy donated an unknown amount to the AAPI Community Fund, as well as some of the families in Georgia who were affected by the recent shootings.