Stock Your Shelves With These Asian-Owned Beauty Brands

The Brand: Aestura is a South Korean brand that is new to the United States but has been around since 1982. It's yet another brand in the AmorePacific portfolio, and it aims to provide medical-grade skin care.

What to Buy: Aestura AtoBarrier 365 Cream ($32)

The Brand: Alice Lin Glover, a Taiwanese American, is the cofounder of Eadem — a brand designed for women of color by a woman of color. Since launching in 2020, the brand has released an entire assortment of skin-care products and even won a POPSUGAR Beauty Award for best cleansing balm.

What to Buy: Eadem Dew Dream Hydrating Makeup Removing Cleansing Balm ($30)

The Brand: Ranavat launched in 2014 and was founded by Michelle Ranavat. The brand marries science (from her work in pharmaceuticals) and Ayurvedic ingredients (to honor her South Asian heritage) to create a unique line of skin- and hair-care products.

What to Buy: Ranavat Regenerative Veda Bond Repair Conditioner ($48)

The Brand: Emily H. Rudman worked as a makeup artist for years before launching her namesake brand, Emilie Heathe, in 2017. Her line carries clean nail polishes and was created to celebrate her Korean heritage.

What to Buy: Emilie Heathe Nail Artist Nail Polish ($30)

The Brand: Purlisse's founder, Jennifer Yen, started her career as an actor on "Power Rangers." She was inspired to create her own beauty brand after experiencing a myriad of skin-care issues due to the heavy film makeup she wore daily. Purlisse now carries an entire range of makeup products formulated with ingredients commonly used in Asian beauty remedies and treatments.

What to Buy: Purlisse Ageless Glow Serum BB Cream SPF 40 ($39)

The Brand: Metta Murdaya, Juara's cofounder, wanted to create a skin-care and body-care brand that incorporated Jamu, an indigenous 2,000-year-old Indonesian wellness tradition. The brand's products are all formulated with potent natural botanicals to help you achieve inner and outer health.

What to Buy: Juara Candlenut Glow Body Oil ($65)

The Brand: Byroe, founded by Amy Roe, is a food-based, salad-infused skin-care brand with the philosophy that skin should be nourished just like the rest of your body. Growing up in South Korea, Roe's mother would make masks and other treatments using ingredients like fruits, vegetables, milk, and rice, which ultimately inspired her brand.

What to Buy: Byroe Bitter Green Essence Toner ($95)

The Brand: SLMD Skincare was founded by Dr. Pimple Popper, aka dermatologist Sandra Lee. Her range of products is designed to fight acne and all of the other skin-care concerns it may cause.

What to Buy: SLMD Skincare Dark Spot Fix ($50)

The Brand: Squigs was founded in 2022 by one of POPSUGAR's very own former fashion editors, Nikita Charuza. The brand was inspired by traditional Indian beauty treatments, such as hair oiling, and aims to create products that work well and are good for you. One of the inaugural products is so good, it won a POPSUGAR Beauty Award.

What to Buy: Squigs Beauty Gooseberry Delight Hair Oil ($34)

The Brand: Shiseido's rich history dates all the way back to 1872, when it was founded by Arinobu Fukuhara as Japan's first Western-style pharmacy. Now, the brand carries cosmetic products across a variety of categories, including skin, makeup, and body.

What to Buy: Shiseido Urban Environment Oil-Free Mineral Sunscreen Broad-Spectrum SPF 42 ($38)

The Brand: Fable & Mane was founded by siblings Akash and Nikita Mehta with the goal of making Ayurveda a part of everyone's daily life. The brand carries a variety of hair-care products, including a hair oil inspired by the ancient South Asian tradition. The brand also won a POPSUGAR Conscious Beauty Award in 2021.

What to Buy: Fable & Mane HoliRoots Repairing Hair Mask ($34)

The Brand: Newly launched Kulfi Beauty was created by Priyanka Ganjoo, who previously worked at beauty heavyweights like Estée Lauder and Ipsy. Ganjoo launched the brand after recognizing that South Asian individuals are often underrepresented in beauty.

What to Buy: Kulfi Main Match Crease-Proof Long-Wear Hydrating Concealer ($26)

The Brand: Cocokind was founded by Taiwanese and Chinese entrepreneur Priscilla Tsai, and it's quickly gained a cult following online thanks to its sustainable packaging, plant-based ingredients, and affordable price points.

What to Buy:
Cocokind Resurrection Polypeptide Cream ($27)

The Brand: With its Instagram-friendly packaging and high-quality natural ingredients, founders Sarah Lee and Christine Chang created Glow Recipe with the intention of making skin care more fun and inspiring.

What to Buy: Glow Recipe Avocado Ceramide Moisture Barrier Cleanser ($28)

The Brand: Tower 28 was founded by Amy Liu, with clean products catered to consumers with sensitive, acne-prone skin.

What to Buy: Tower 28 Beauty Clean ShineOn Jelly Lip Gloss ($16)

The Brand: After building up of roster of celebrity clients like Kehlani, Kourtney Kardashian, and Gigi Hadid, makeup artist Patrick Ta launched his own line of beauty products designed to help those who wear them feel confident and free in their own skin.

What to Buy: Patrick Ta Major Headlines Double-Take Crème & Powder Blush ($36)

The Brand: A fragrance lover at heart, Bee Shapiro founded Ellis Brooklyn in 2015 after working as a columnist at The New York Times. The idea for her brand came about when she was inspired to create a fragrance with safer, less toxic ingredients than competitors.

What to Buy: Ellis Brooklyn Myth Eau de Parfum ($108)

The Brand: Founded by Vicky Tsai, Tatcha is essentially a love letter to Japanese culture. The products are inspired by age-old Japanese beauty secrets that take a "less is more" approach to skin care.

What to Buy: Tatcha The Dewy Skin Cream Plumping & Hydrating Moisturizer ($70)

The Brand: Founder Charlotte Cho helped heighten the popularity of K-beauty when she first introduced her brand Soko Glam a decade ago. In the years following, Cho launched Then I Met You after being inspired by "jeong," a Korean concept that refers to a deep connection or attachment shared between two people.

What to Buy: Then I Met You Birch Milk Refining Toner ($32)

The Brand: Created by Alicia Yoon, Peach & Lily is a retailer with a dedication to Korean beauty products, although the brand has also launched a line of their own products focused on empowerment and transforming the skin.

What to Buy: Peach & Lily Glass Skin Refining Serum ($39)

The Brand: Co-founded in 2017 by Ju Rhyu, Dwight Lee, and Andrew Lee, Hero Cosmetics is known for its affordable acne patches, which have become a staple in many a skin-care routine.

What to Buy: Hero Cosmetics Mighty Acne Patch Duo ($7)

The Brand: Famed manicurist Jin Soon Choi founded her own collection of quick-drying nail polish shades made for busy women who are fans of long-lasting, eco-friendly polish options.

What to Buy: Jin Soon Encore Nail Polish ($18)

The Brand: Founded by YouTube beauty pioneer Michelle Phan, Em Cosmetics was created as a way to encourage all beauty enthusiasts — beginner or pro — to express themselves and rethink what beauty means.

Em Cosmetics Heaven's Glow Radiant Veil Blush ($34)

The Brand: CTZN was founded by three Pakistani siblings, Aleena, Aleezeh and Naseeha Khan. Born in the U.S. and raised in the U.A.E., the sisters set out to combat the lack of Southeast Asian and Middle Eastern representation in the beauty industry by creating a lineup of inclusive, genderless products that work on all skin tones. Their nude lipsticks, which come in 25 shades, are now considered beauty must-haves.

What to Buy:CTZN Cosmetics Nudiversal Lipstick ($29)

The Brand: Live Tinted was founded by South-Asian beauty influencer Deepica Mutyala, who created the brand to make sure every skin tone felt seen and represented.

What to Buy: Live Tinted Huestick ($24)

The Brand: Sidney Beck founded Saturday Skin as a way to easily introduce Korean skin-care secrets to those who might be unfamiliar.

What to Buy: Saturday Skin Pore Clarifying Toner ($30)

The Brand: Fashion designer Jason Wu founded his namesake beauty brand on the idea that beauty should be effortless.

What to Buy: Jason Wu Beauty The Bush Tamed Eyebrow Soap ($14)

The Brand:Co-founder Divya Gugnani created Wander Beauty with the busy consumer in mind. Most of the brand's products have multitasking abilities for everyone out there who doesn't have the time (or energy) to go through a 10+ step routine before heading out the door.

What to Buy:Wander Beauty On-The-Glow Blush and Illuminator ($38)

The Brand: Created by Bengali-American influencer Mishti Rahman, Mishti Makeup is a playful makeup brand that aims to make you feel good in your own skin.

What to Buy: Mishti Makeup First Date Lip Crayon ($22)

The Brand: Founded by Stephanie Morimoto, Asutra is a self-care brand offering over 70 organic, natural products including essential oils, body scrubs, and bath salts.

What to Buy: Asutra 2.5% Retinol Anti-Aging Serum ($15)