26 AAPI-Owned Beauty Brands to Add to Your Routine

CNN Underscored

Viral beauty trends like gua sha and hair oiling aren’t trends at all — they are centuries-old practices passed on through generations of Asian and Pacific Islander communities. The impact that Asian traditions and technology alike have had in shaping today’s global beauty industry is immense. By supporting AAPI-owned beauty brands, you’re ensuring that these contributions are honored rather than appropriated, and that the communities that they originated in receive proper credit.

We spoke to Asian business owners and founders about how their AAPI identity has shaped their brands. From upholding cultural traditions to challenging the status quo, these trailblazers are educating about their heritage and communities while helping their audience find empowerment through effective, results-driven products. Beyond buzzy skin care ingredients or makeup trends, these Asian-, Asian American- and Pacific Islander-owned beauty brands are transforming our self-care rituals with skin care, makeup, hair care and fragrances made for everyone.

Soleil Day Serum

Katini Skin

“I am so proud to be a part of a culture that is rich in ancient traditions and whose foundation was built on respect for the planet and its people,” Katini Skin founder Katini Yamoaka says. “My mother is Japanese, and in our community, sacred family traditions are something we greatly honor. Growing up, my mother, my aunts and my grandmother would teach me about Japanese beauty secrets. I learned about the incredible native ingredients they would use on their skin to maintain a naturally healthy and flawless complexion. This inspired me to create my own skin care brand that pulls from ancient beauty traditions from all the places that I am from; Japan, Africa and Australia.”

Available online and at Saks 5th Avenue, Katini Skin’s silky face oils are made from responsibly sourced ingredients, like sweet almond oil and evening primrose oil, that leave the skin soft and supple.

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