24 Asian-Owned Beauty Brands You Need to Know About

AmorePacific was founded by Korean businessman Sung-Hwan Suh, who wanted to share the benefits of green tea with the rest of the world. If your skin needs an extra boost of hydration, GH Beauty Lab experts found that this overnight Korean face mask increased skin hydration by 49% in testing. It has a silky, gel-like texture that quickly sinks into the skin. 

Fun fact: Shiseido's legacy traces back to over 140 years ago, when it was first known as Japan’s first Western-style pharmacy. Senior chemist Sabina Wizemann says she loves using this rich, Japanese anti-aging cream on her skin day and night because "It smells nice, feels luxurious on the skin and keeps it bouncy and tighter." 

Indian beauty influencer Deepica Mutyala started Live Tinted as a statement to change beauty standards, like with this shimmery best-seller. Simply rub this rose gold serum-like highlight over your face makeup or on your body for a literally lit look. 

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Soko Glam is the go-to place for discovering K-beauty products you can't find anywhere else. This award-winning Korean cleansing balm quickly melts oil-based dirt and makeup away, making it a great first step to your nightly skincare routine. 

Chinese American Lin Chen founded Pink Moon in 2017, aiming to build a "better beauty industry," as she's passionate about sustainable and clean beauty. For instance, this Japanese multi-purpose, double-sided plush and terry cloth can be used to gently exfoliate your skin or pat your skin dry after washing your face. 

Korean brand Innisfree is known for sourcing only natural ingredients in their products. Online reviewers and GH staffers gave this hydrating serum a high rating for soothing red skin and irritation with continued use. It uses Korean Jeju green tea to moisturize and protect the skin.

COSRX is a best-selling K-beauty brand that's very popular not only in Korea, but around the world. Need to get rid of a pimple in a pinch? These $8 K-Beauty acne stickers use hydrocolloid to allow pimples to heal and stay protected from excess bacteria and dirt — reviewers report seeing results in as little as a day.

Founded in 2013 by Filipina sisters Jonalyn and Aileen Sison, Skin Potions was created to help girls who struggle with teenage acne.
Packed with witch hazel water, aloe vera gel and essential oils, this product can be used as a toner, moisturizer and serum in one. The brand claims to make the skin appear smoother and brighter. 

Strange Bird Beauty is just one of Chinese American founder Tina Rudolf's many passions (aside from art and mental health). Shorten your skincare routine with this 3-in-1 face wash, which acts as a cleanser, exfoliator and mask. It uses Kaolin clay, jojoba oil and Goji berry to hydrate and refine the texture of your skin. 

One concern with matte lip colors is dryness, but Filipina brand Paint Cosmetics uses moisturizing ingredients to keep lips smooth for hours. These lip paints also come in berry, nude and darker colors.

Vietnamese American celebrity makeup artist Patrick Ta is famous for his unconventional makeup looks, and now he's known for his quality makeup line. This brow wax offers a strong hold without making the eyebrow hair stiff or crunchy. 

Filipino American beauty influencer Patrick Starrr came out with his makeup line, One Size in 2020. It features lashes, makeup primers and this face powder, which claims to produce a silky-smooth texture on the skin.

Tatcha was actually the baby product of Asian American Victoria Tsai's trip to Kyoto, where she found a more holistic approach to beauty. "This cleanser gently exfoliates, but I really love how non-drying the formula is," says GH beauty assistant Katie Berohn, who uses this product for her dry skin. It uses Japanese luffa fruit, which gently exfoliates your skin as it cleanses.  

Dabur is a top-leading herbal company in India. Their hair oil is a top-searched item on the internet, claiming to promote length and strength with Amla, or Indian gooseberry. It's also a top-rated item on Amazon, where reviewers report seeing less frizz with use.

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Tower 28 was created by Chinese American Amy Liu. Made up of just three ingredients, her facial mist can be used to soothe and smooth out irritated skin and protect the skin from everyday stressors or pollution. 

This lip cushion is Vietnamese American founder and beauty influencer Michelle Phan's favorite product of her collection. "It gives your lips a beautiful, hydrated, healthy glow but it's perfect as a base to any lipstick or liquid lipstick," she says.

Dolly Wink was made popular by Japanese singer and model Tsubasa Masuwaka. This particular eyeliner has been raved about for years in the beauty community, because it delivers a rich, dark ink and strong staying power.   

Founder Priscilla Tsai left her Wall Street job to start her own clean beauty brand company. One of her best-selling products includes this mineral-based sunscreen, which uses reef-safe zinc oxide and microalgae to protect the skin against sun rays, blue light and pollution damage.

Etude House is a popular brand that took over the YouTube beauty community at one point with their adorably packaged cosmetics and skincare. Their ever-popular emulsion has a large concentration of hydrolyzed collagen that adds moisture and nutrients to the skin.

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If you're familiar with K-beauty skincare, you might've already heard about Peach & Lily, a brand formulated by Korean esthetician Alicia Yoon, who suffered from eczema growing up. This cleanser uses soothing chamomile and camellia that foams up to gently clean your skin, even down to the pores.