Editors’ Picks: AAPI-Owned Beauty Products We're Loving Right Now

From liquid blushes to the best setting sprays in the game, these Asian brands continue to transform the beauty space

The Best AAPI-Owned Beauty Brands to Shop This Month & Always

Stocksly/ Eadem/ ONE/SIZE by Patrick Starr

Name a recent beauty trend you love, and chances are that you can trace its lineage back to Asian roots. Case in point: BB Creams, sheet masks, glass skin, and slugging are just a few of the Asian beauty innovations that continue to influence the U.S. beauty market. 

So, as we celebrate Asian American Pacific Islander (AAPI) Heritage Month this May, it's important to acknowledge the companies that continue to push boundaries and offer beauty lovers some of the best formulations in the game. After all, there’s no shortage of new and emerging AAPI brands and products to discover.

Naturally, we’ve got every beauty category covered. We’re talking top-tier cleansers, lush cream contours, luxe scents, and the best setting sprays for all your summer adventures. Below are the AAPI- and Asian-owned brands that InStyle editors have been loving this month (and beyond). Scroll down to find the ones that should be on your radar.

01 of 10

Fable & Mane HoliRoots Hair Oil

AAPI Beauty Picks

Fable & Mane

To Shop: $36; sephora.com

Thanks to this oil, my hair is thick, long, and shiny and gets so many compliments. With nourishing ingredients like castor, jojoba, grape-seed, and sesame oils, this formula soothes your scalp while it moisturizes. Taking inspiration from traditional Ayurvedic hair oiling techniques, it also includes two mainstays in Indian haircare: dashmool and ashwagandha. These powerhouse ingredients promote healthy hair growth. All you have to do is work the oil into your scalp and hair for about five minutes, let it set, and wash it off. Expect supersoft and shiny hair after each use — and plenty of questions about your haircare routine. — Audrey Noble, Beauty Editor

02 of 10

Ilha Orange Blossom Candle

AAPI Beauty Picks


To Shop: $28; ilhacandles.com

This AAPI- and woman-owned brand takes its name from a historic moment in the 1500s when Portuguese sailors arrived in Taiwan and named the island “Ilha Formosa,” which means beautiful island. Aptly named, these are the most amazing natural candles. As a candle snob, I’m partial to Orange Blossom for its light and soothing scent. — Christopher Luu, Senior News Editor

03 of 10

Ranu Coconut Purifying Milk Wash

AAPI Beauty Picks


To Shop: $38; ranubeauty.com

I can’t get over how fresh my face feels after I use this cleanser. Made with nourishing and hydrating ingredients like coconut oil and coconut extract, it removes all my makeup without stripping my skin. As an added bonus, this has the absolute best scent; if I could capture what the beginning of summer smells like in a bottle, this would be it. — Kelly Chiello, Associate Photo Director

04 of 10

Tower 28 Beauty Sculptino Soft Cream Contour

AAPI Beauty Picks

Tower Beauty

To Shop: $20; sephora.com

I’ve been influenced by BeautyTok to use a cream contour for that super-snatched look. But after much trial and error, I had yet to find a product that didn’t go on too dark, leave streaks behind, or — worse — cause me to break out. That is, until now. This sculpting cream has a silky-smooth formula that glides on and blends seamlessly for a natural, subtle glow. It’s also formulated for sensitive skin, so I didn’t have to worry about irritation. A win-win in my book. — Tessa Petak, Staff Writer

05 of 10

Youthforia's Pregame Daily Protective Primer

AAPI Beauty Picks


To Shop: $38; youthforia.co

I used to always skip primer. (I mean, why go through all the extra steps for something that doesn’t visually add to your look?) But, suddenly, I see, thanks to Youthforia’s Pregram Daily Protective Primer, and now there’s no way I’m getting through sweltering summer days without it. The formula melts into my skin without any weird cast or residue, and by the end of the day, my makeup looks exactly the way I put it on in the morning, no matter how humid, sweaty, or oily my day has been. — Ondine Jean-Baptiste, Assistant Social Media Editor

06 of 10

Patrick Ta Major Dimension Eyeshadow Palette

AAPI Beauty Picks

Patrick Ta

To Shop: $70; sephora.com

Blame it on the extra sun or the happy hour margaritas, but there’s just something about summer that always has me itching for a little extra glimmer. Enter this shadow palette. It has two cream bases for definition, four bronze matte shades to give that effortless glow, and six bold shimmer neutrals that add all the extra drama. This will be my one-stop shop for head-turning eye looks all summer long. — Averi Baudler, News Writer

07 of 10

Byredo Bal d’Afrique Eau de Parfum

AAPI Beauty Picks


To Shop: $205; byredo.com

This OG Byredo scent, which inspired Ben Gorham after he found his father’s travel diary entries, is a lovely mix of African marigold, bergamot, violet, and cedarwood notes. It’s just the right mix of citrus and woodsy without being overwhelming. — Hayley Mason, General Manager

08 of 10

Juara Skincare Candlenut Body Cream

The Best AAPI-Owned Beauty Brands to Shop This Month & Always


To Shop: $32; juaraskincare.com

Informed by the Indonesian wellness tradition of jamu, everything Juara Skincare offers is a full-on sensory experience. And this candlenut oil–infused body cream is no exception. The texture? Nothing short of luscious. The smell? Intoxicating but not overly sweet. The formula? Nourishing to the tenth degree and rich in omega-3 and -6 oils to cushion your skin barrier. If you’re looking to turn your body care routine up a notch, nothing’s better than this luxurious, fragrant cream to get you started. — Madeline Hirsch, News Director

09 of 10

One/Size by Patrick Starrr On 'Til Dawn Mattifying Waterproof Setting Spray

AAPI Beauty Picks


To Shop: $32; sephora.com

My summer 2023 outside behavior is about to be sponsored by this setting spray. One of my favorite TikTokers, @joolieannie, reviews products to see if they are powerful enough for her hyperhidrosis (a skin condition that causes excessive sweat), and this one lasts through her waitressing shifts. She describes it as “sweatproof city,” and after testing it, I’ve since established residence there. Catch me swimming on first dates this summer thanks to this TikTok-approved product. — Danielle Fox, Senior Social Media Editor

10 of 10

Eadem Cloud Cushion Airy Brightening Moisturizer

AAPI Beauty Picks


To Shop: $58; sephora.com

From TikTok to Instagram, you’ve probably been hearing a lot about repairing your skin barrier lately, and for good reason — it’s a major key for healthy, hydrated skin. After just a few weeks of working this moisturizer into my routine, I see visible signs that my skin is plumper. Plus, it creates a great base for my makeup. Featuring ceramides, peptides, and snow mushroom (an ancient ingredient used in traditional Chinese medicine), it has done wonders for my dryness. With no fragrance and a cloudlike texture, a little goes a very long way. — Justine Manocherian, Senior Video Producer

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