8 AAPI-Owned Beauty Brands That Are Shaping The Beauty Industry

0

During Asia-Pacific American Heritage Month, TODAY shares the community story, pain, joy, and future of the AAPI movement. We are posting personal essays, stories, videos and specials throughout the month of May.

From compact pillows and BB creams to sheet masks, it’s difficult to quantify the impact of Asian beauty trends on the global beauty sphere. And if we love to stroll in the beauty aisle of the drugstore, it is sometimes the independent brands that revolutionize the space.

For Asian American and Pacific Islander Month, we wanted to showcase and celebrate some independent beauty brands owned by AAPI that do just that.

We interviewed Yu-Chen Shih from Orcé Cosmetics, who first burst onto the scene with her foundation specially formulated for Asian skin; Lauren Jin of CLE Cosmetics, the skincare brand that meticulously focuses on ingredients and processing; and Erica Choi from SUPEREGG, the brainchild of a skilled esthetician who incorporates cutting-edge technology and aesthetics in skin care.

Yu-Chen Shih, Founder, Orcé Cosmetics

Courtesy of the killer whale? Beauty products

Yu-Chen Shih worked for several years in marketing strategy for beauty brands before embarking on the launch of Orcé Cosmetics, and that’s partly because she saw a hole in the market that no one other did not seem to want to fill.

“I founded Orcé out of frustration – as a lifelong beauty lover, I spent many years settling for products that weren’t right for my skin. I was determined to find a foundation that matched my skin tone, so I spent my free time browsing drugstore aisles and beauty counters, ”Shih told Shop TODAY. “As a young girl, I remember thinking, ‘These brands really need to produce more shade for people like me.’ I felt like I was too dark to look good and that my needs weren’t great enough for beauty brands to care. “

And the name also comes with a powerful connotation. “Orce is derived from the word ‘strength’,” Shih said. “As a marketer, I’ve always had a huge problem with how Asian women are portrayed by brands and the media. I think these stereotypes are not only unfair but also extremely limiting. Through Orcé, I want to present Asian women as a force to be reckoned with.

Come Closer Skin Perfecting Serum-Foundation

Come Closer Skin Perfecting Foundation Serum has been formulated with clinical levels of Hyaluronic Acid to combat transepidermal water loss, or TEWL. “Asian skin is particularly vulnerable to [TEWL]”Shih said.” Together with a leading chemist and dermatologist, we have developed a proprietary oil-free, non-comedogenic, non-irritating formula that meets the unique needs of Asian skin. “The Signature Serum Foundation d’Orcé also contains Tahitian pearl extract to promote collagen production and combat hyperpigmentation, while the Chinese herb evodia rutaecarpa boosts radiance and improves skin texture.

Come Closer Skin Perfecting Setting Powder

Developed specifically to complete the hold of the Skin Perfecting Serum Foundation, the Fixing Powder sets your foundation perfectly. “The ultra-fine powder absorbs excess oil and moisture, while providing the skin with a candle-smooth finish like your favorite filter,” Shih said. It’s also talc-free and cruelty-free, and a portion of all sales goes to Rise Justice Labs’ Survivor Safe Haven program.

Lauren Jin, Founder, CLE Cosmetics

CLE Cosmetics

The initial concept of CLE Cosmetics began when founder Lauren Jin was still in college. “It was… my take on the dynamic between our current society and the modern female lifestyle,” Jin told Shop TODAY. “And then one day it hit me. Make-up and skin care are an integral part of a woman’s life. The daily ritual we go through is so personal and intimate.

“Both of my parents’ beauty teachings that were rooted in Korean culture and my own idea of ​​the beauty of my childhood in California shaped my interpretation of beauty that CLE is strongly based on,” said Jin, “Les two cultures gave me the sensitivity to create innovative products by not limiting myself to a single point of view.

“CLE in itself is just a word that represents us as a brand. But the way I created the name came from playing around with the word Play. Then very quickly, the game turned into clay, the mailable character of this material and being constantly adapting and interacting with the user. Then the clay turned into CLĒ with an American macron to mimic the pronunciation. Later, we simplified the name to KEY.

CCC Cream

Their top-rated CCC Cream, or Color Change Control Cream, contains microcapsules that contain pigments that release a color that blends seamlessly when rubbed into the skin. “Each product is very unique in its own way, however, these three products all have one thing in common, processing,” said Jin. It certainly doesn’t hurt that this two-in-one base and CC cream also comes with SPF50 PA +++.

Melting lip powder

Melting lip powder is another makeover. “The melting lip powder changes from powder to liquid when rubbed,” said Jin. “The transformative element of the product creates interaction and the user can ultimately have fun with the product. A long-lasting matte lip shade that comes in five flattering shades, Melting Lip Powder is also a multi-use product. Slide it over the eyes or cheeks for a pop of color as well.

Vitamin C elixir

To fully enjoy the vitamin C elixir, Jin recommends shaking the bottle to mix well the antioxidant-rich serum and the moisturizing oil enriched with rosa canina oil, sweet almond oil, jojoba seed oil and phytosqualane. . “For me, these interactions, the subtle change from one thing to another is what makes CLE products so fun and magical,” said Jin.

Erica Choi, Founder, SUPEREGG

Courtesy Super Egg

Erica Choi had already made a name for herself as a creative director and blogger in New York City with Egg Canvas before also becoming a trained esthetician and launching vegan beauty brand SUPEREGG. The name is derived from the superellipsoid form popularized by Danish polymath Piet Hein.

“Eggs symbolize birth, and we believe that each new day is an opportunity to reset and start over,” Choi told Shop TODAY. “I grew up watching my grandmother and mom apply different parts of the eggs to their faces… when we were on trips to the Jjimjilbang, aka the neighborhood Korean sauna. The yolk was used as a hydrating mask, the whites as a firming mask, and the eggshell membrane as a rejuvenating mask. Sharing these kinds of stories of traditional Asian beauty rituals and memories of my upbringing is essential to further open the dialogues to the AAPI community.

Launching a new brand is an achievement in itself, but doing so during a pandemic was a challenge Choi never imagined. “From formulations to packaging, we have faced many challenges, all of which I now consider to be a valuable learning experience, and I find it rewarding,” said Choi. “As a small brand, and especially as an AAPI brand with a strong Asian beauty philosophy rooted in our roots, it’s hard to stand out among the crowd. We continually try to share our stories and educate people about historic beauty rituals and the immense nutritional benefits of the egg.

Sound Renovating Moisturizer

“Extracting the different components from the egg … is beneficial in replenishing the skin’s elasticity and deep hydration,” Choi said. “This motivated our decision to create egg duplexes (Yolk Duplex ™, White Duplex ™, Shell Duplex ™), where each part presents its potent herbal equivalent per egg component. Their bestselling Sound Renewal Moisturizer contains skin barrier restructuring panthenol, hydrating squalane and their exclusive Yolk Duplex ™ that hydrates and brightens.

Gentle Elements Cleanser

This list of foaming cleansing ingredients contains moisturizing moringa oil, exfoliating AHAs, and glow-boosting Vitamin C. It also has their signature White Duplex ™, which was developed to firm and smooth the skin. “Balance is also at the heart of Superegg, and it’s our key to naturally beautiful skin,” Choi tells us. “We believe that soft, balanced, egg-like skin starts from the inside out, and maintaining healthy, balanced skin is linked to a holistic sense of well-being.”

Calm Movements Eye and Cheek Mask

The hydrogel sheet mask has a unique shape that covers the cheek and the area under the eyes. Centella asiatica and tremella mushroom have a double effect to smooth and soothe sensitive skin.

More beauty owned by AAPI

So I Met You Living Cleansing Balm

Then, I Met You is the brainchild of Soko Glam founder Charlotte Cho, and her years in K-beauty have certainly paid off. Their award-winning living cleansing balm, which melts makeup seamlessly with a combination of antioxidants, fatty acids and vitamin E, is almost a cult following.

Glow Recipe Watermelon Sleep Mask

This is another successful product from a beauty brand led by AAPI. Apply this delicious-smelling sleep mask, let AHAs gently exfoliate, and watermelon extract nourishes your skin while you sleep and wake up to glowing hydration.

Knours One Perfect Youth Cream

Founded by mum-of-two Julie Chon, Knours is an EWG-verified own beauty brand that pays close attention to every ingredient. One Perfect Youth Cream contains rejuvenating sweet almond oil and pore minimizing niacinamide.

Regenerating Oil Beigic 17

Another own beauty brand, Beigic was founded in Korea but has found audiences around the world. Their award-winning Regenerating Oil contains Green Coffee Bean Oil which hydrates while conditioning and leaves no residue on the skin.

ShineOn Tower Lip Jelly 28

The own beauty brand Tower 28 was created by former beauty executive Amy Liu. After years of struggling with sensitive skin, she finally created a brand that tackles problem skin and is also non-toxic. Milky Lip Jelly contains apricot oil and raspberry seed oil and comes in 10 fun colors.

For more stories like this, check out:

Subscribe to our Stuff We Love and One Great Find newsletters, and download our app TODAY for great deals, buying tips, budget product recommendations and more!

Share.

About Author

Leave A Reply