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23 Wave-Creating, AAPI-Owned Beauty Brands to Shop Now

We independently selected these products because we love them and we think you might like them at these prices. E! has affiliate relationships, so we may receive a commission if you purchase something through our links. Items are sold by the retailer and not E!. Prices are accurate at time of publication.

In case you didn’t know, May is AAPI Heritage Month. There are many different ways to honor this month, whether you choose to donate to nonprofits that support the AAPI community or shop Asian brands.

If you’re like us and love discovering new makeup and skincare products, now is the perfect time to try out AAPI-owned beauty brands to find some of your new must-haves. And if you don’t know where to start your search, you’re in luck! We’ve rounded up 23 AAPI-owned beauty brands and products you’ll want to add to cart ASAP.

From Youthforia’s “first-of-its-kind” color-changing blush to Shayde Beauty’s transformative skincare products for melanin-rich skin, there are some amazing AAPI-owned brands that deserve a front-row spot in your beauty routine. Check them all out below.

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