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.

Savor Beauty

Korean skin-care brand Savor Beauty, founded by Angela Jia Kim, is donating to the Asian American Legal Defense and Education Fund from March 9 through April 9 and donating $1 for every Quench Hyaluronic Acid Serum purchased to Her Justice, a New York City-based nonprofit organization.

Soko Glam

Korean beauty brand Soko Glam donated 100 percent of proceeds from Good (Skin) Days skin-care purchases from February 23 through March 2 to Stop AAPI Hate and Hate Is A Virus.

Freck

Freck is donating 100 percent of profits from March 18 and March 19 to Stop AAPI Hate.

Evereden

Evereden, an Asian-owned skin-care and wellness brand founded by Kimberley Ho, is giving 10 percent of net sales on their Baby Wash and Shampoo for the next two weeks to Red Canary Song.

Farmacy

Farmacy is donating $10,000 to Stop AAPI Hate as well as Heart of Dinner.

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.

Milk Makeup

Milk Makeup is donating $50,000 to the AAPI Relief Fund on GoFundMe.

Emilie Heathe

Emilie Heathe, an Asian-owned beauty brand founded by Emily Rudman, is donating 10 percent of sales on its Full Up Brow Powder starting April 1 to Stop Asian Hate.

Touchland

Touchland donated 100 percent of proceeds on March 17 to Stop AAPI Hate.

Glow Recipe

Glow Recipe, an Asian American-founded skin-care brand, is donating $20K to Act to Change and the AAPI Community Fund.

Ranavat

South Asian brand Ranavat is donating $10,000 to The Desai Foundation and their Claim Your Crown initiative, as well as $500 to Stop AAPI Hate.

Estée Lauder Companies

The Estée Lauder Companies and its brands will be donating $450,000 to various organizations, including Asian Americans for Equality, Stop AAPI Hate, and Asian Americans Advancing Justice.

Knours

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

Cocokind is donating 100 percent of profits on March 18 to the National Asian Pacific American Women's Forum.

Glamcor

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.

Velour

During March, Asian-owned beauty brand Velour will donate 10 percent of net proceeds to Stop AAPI Hate in the US and CPAC in Canada.

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

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

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.

 Humanist Beauty

Humanist Beauty, an Asian skin-care brand founded by Jennifer Norman, is donating to #HateIsAVirus's CommUNITY Action Fund and the Asian Mental Health Collective

Tarte Cosmetics

Tarte Cosmetics is making a donation to Act to Change. (POPSUGAR has reached out for more specifics.)

Jergens

Jergens is donating to AAPI Community Fund, although the brand did not disclose how much.

Juara

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

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.

Anisa Beauty

Aloisia Beauty

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

Estate Cosmetics is donating 10 percent of sales in March to Hate Is a Virus.

Orly

Orly is donating $10,000 to Stop AAPI Hate.

Nue

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.

Purigenex

Asian-owned skin-care brand Purigenex is donating 10 percent of all sales to Stop AAPI Hate.

Beautyblender

Beautyblender is donating 75 percent of the proceeds from its Spring Clean Kit to Advancing Justice AAJC.

Maya Chia

Maya Chia is donating 15 percent of the sales from the Power Tool to Stop Asian Hate.

Jenny Patinkin

Jenny Patinkin is donating a portion of the sales from her gua sha to AAPI Women Lead, although she did not disclose how much.

Huppy

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

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.

Naturally Drenched

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.

Pseudo Labs

Pseudo Labs is donating 100 percent of proceeds from March 19, 2021, until April 1, 2021 to various AAPI community organizations.

Tower 28

Tower 28 donated 100% of sales on March 19 to the AAPI Community Fund.

Nécessaire

Nécessaire donated $10K to Asian Americans Advancing Justice.

EM Cosmetics

EM Cosmetics donated to Stop AAPI Hate, although the brand did not disclose how much.

Hourglass Cosmetics

Hourglass Cosmetics donated to Stop AAPI Hate, although the brand did not disclose how much.

Native Atlas

Native Atlas donated 10 percent of sales from March 19 to March 21 to AAPI Women Lead

Essentialist

Essentialist is donating 10 percent of all proceeds from its Gua Sha tool sales for the next 30 days to National Asian Pacific American Women's Form.

MyGirl Wellness

MyGirl Wellness is donating 25 percent of all sales through the end of March to AAPI Women Lead.

Circumferences

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.

Heydewy

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.