Many of the beauty trends that have enamored social media have Asian roots.

Think: glass or mochi skin, lipstick-shaped nails, or simply, the science of skincare layering. Also, consider the numerous (and now gloriously everyday) recurrence of K-Beauty and J-Beauty on the shelves of your favorite beauty retailers. Asian influence has undeniably shaped the beauty space à la trends, products, and content we consume.

With the spike in violence toward the AAPI community and long-time racism that has been prevalent in this industry—we are taking a moment to celebrate and support Asian beauty businesses and brand owners. From brands who have stimulated innovation in the skincare space to influencers-turned-founders who have totally changed the way we experience beauty, read on for some of our top picks, ahead.

1. Savor Beauty



Savor Beauty’s Angela Jia Kim was inspired to start her line by Korean beauty rituals she’d do with her mom—like using creams that were swirled with gold and silkworm cocoons. These experiences informed a line of products with luxurious ingredients and spas that leave you with mul-gwang (a.k.a. a juicy, healthy-looking glow).

Editor’s Pick: The Savor Beauty Hyaluronic Acid Serum is a clear gel that uses two types of hyaluronic acid to restore moisture, bounce, and natural radiance. It smells light of citrus and quickly absorbs into parched complexions.

2. CTZN Cosmetics



Diversity is at the forefront of CTZN Cosmetics—a line founded by sisters Aleena, Aleezeh, and Naseeha Khan. Their collection includes robust shade ranges and high-impact formulations.

Editor’s Pick: The CTZN Gold Eye Shimmer somehow looks flattering on everyone. Just sweep the cream shadow across lids and along the high points of your face for a wash of warm light.

3. Superegg


Superegg is the brainchild of influencer and design aficionado Erica Choi, who created the line to share a taste of her Korean upbringing. “Memories from my upbringing are one of the pillars of Superegg,” she says. “Eggs were widely known for their nutritional values in my culture and were often used as part of self and familial beauty rituals. I’ve grown up observing my grandmother and mother apply different parts of the eggs onto their faces as self-care rituals at intimate family gatherings at home or during trips to the Jjimjilbang (a.k.a the neighborhood Korean sauna).”

With Superegg’s minimalist packaging and formulations packed with good-for-your skin ingredients—your complexion will be left bouncing, resilient, and glistening in no time.

Editor’s Pick: The Superegg Sound Renewal Moisturizer is a moisturizer with a lightweight gel texture. It uses plant-derived squalane (an ingredient that mimics a natural component of your skin barrier) and PHA (which acts as a notably gentle exfoliator) to leave your skin looking and feeling its healthiest.

4. Ellis Brooklyn



Bee Shapiro, founder of Ellis Brooklyn details the challenges of launching her brand. “I knew going in that there are very few Asians working in perfumery—much less Asian Americans,” she says, explaining that she faced stereotyping from scent developers. “Scent houses expected Ellis Brooklyn to only make light, airy, and unsophisticated scents.”

She strives to challenge the statement with her fragrances, particularly Bee—her latest launch.  “I worked with one of the few, if not only, Asian master perfumers, Loc Dong, on the scent,” she says, “It’s rich, warm, sexy, dark and complex.”

Editor’s Pick: The Ellis Brooklyn Bee Eau De Parfum is exactly as Shapiro describes it—a bottle of irresistible, indulgent notes like dark rum, honey, and vanilla bean.

5. Good Light Beauty



Good Light Beauty was founded by David Yi—skinfluencer and author of Pretty Boys. It was inspired by his Korean-American heritage and built on the idea that beauty is non-binary. “Feeling othered and as if I did not belong at a young age was the impetus for my advocacy journey and the inspiration behind Good Light,” he says. “I know what it’s like to feel alone—and Good Light is here to ensure that everyone is able to shine their light. Every person deserves to know their power.”

Editor’s Pick: The Cosmic Dew Water Cleanser is a gorgeous lightweight formula that uses a blend of prebiotics and hydrating ingredients (like glycerin and hyaluronic acid) to balance, soften, and soothe sensitive skin.

6. Patrick Ta


Patrick Ta is a makeup artist to the stars whose clients go to him for an unmatched, goddess-like radiance. His Asian heritage inspired him throughout his career. “Growing up first-generation Vietnamese-American, I didn’t fit in at my majority-White high school,” he tells Elle, “I felt invisible and was bullied by my classmates. I had to learn to love myself, and learned that I loved helping others find their confidence.”

This translates to his eponymous brand’s mission. “Patrick Ta Beauty is all about helping every single person feel confident, comfortable, and beautiful in their own skin,” he says. “When I say I want every single person to find their confidence, I truly mean all—regardless of race, gender, sexuality, or anything else.”

His brand has since grown into a full-blown glow empire.

Editor’s Pick: The Patrick Ta Beauty Double-Take Crème and Powder Blush is a dual pan blush compact with formulas that melt onto skin for a warm, natural-looking finish.

7. Emilie Heathe



“As an adopted Korean-American, I spent a lot of time not feeling connected to my Asian heritage,” says beauty pro Emily H. Rudman. She uses her brand, Emilie Heathe, to celebrate her ancestry by actively incorporating luxury ingredients from Asia (like bamboo, rice, and sea buckthorn) into her products.

Editorial nail artists and beauty editors can’t get enough of the brand’s nail lacquers—and it makes sense. The polishes look as luxe on your nails as they do in their heavyweight, minimalist bottles.

Editor’s Pick: The Emilie Heathe Nail Artist in Emma is a periwinkle hue with a baby blue sparkle that’s whimsical, yet elegant.

8. Tatcha



Founded by Vicky Tsai, Tatcha is an expansive skincare and makeup line inspired by modern takes on age-old Japanese beauty rituals.

Editor’s Pick: A few sweeps of The Silk Powder on top of your makeup look will leave you with an airbrushed, flawless finish that lasts for hours. Bonus: It helps shields skin from environmental aggressors like blue light, dirt, and debris.

9. Glow Recipe


Founders Christine Chang and Sarah Lee designed the K-Beauty-inspired Glow Recipe to be both grid-worthy and good for your skin. The line is expansive with fruit-themed cleansers, serums, moisturizers, and masks that smell as good as they make your complexion look.

Editor’s Pick: It’s an oldie, but a goodie: Glow Recipe’s Blueberry Bounce Gentle Cleanser is a jiggling gel cleanser that sweeps away stubborn makeup, dirt, and debris without stripping skin of essential moisture.

10. Em Cosmetics


Vietnamese-American and OG vlogger Michelle Phan helped shape the Beautyscape to what it is today. (Her reviews and tutorials were ASMR-worthy before YouTube ASMR was even a thing.) She launched Em Cosmetics, a line of pigmented makeup products that are housed in artfully-designed packaging. A pick from this gorgeous collection can instantly elevate any shelfie.

Editor’s PickEm Cosmetics’ Heaven’s Glow Radiant Veil Blush in Venetian Rose is a warm rose blush with flecks of gold that melts onto skin—leaving behind a subtle, yet ethereal flush.

11. JINSoon



Jin Soon Choi immigrated to New York City from Korea with $400 in her pocket. She built an expansive career masterminding nail looks for countless Fashion Weeks, magazine spreads, and celebrity fingertips. Her namesake brand offers long-wearing, 10-free (meaning, free of 10 harsh chemicals often found in nail polishes) formulas that are inspired by the latest trends.

Editor’s Pick: JINSoon Nail Lacquer in Gala is a glitter topcoat that gilds nails in light-catching rose gold flecks.



JUARA Skin Care line was born in a small apartment in NYC when four friends searched for self-care rituals to relieve them from their busy schedules. JUARA uses Indonesian-inspired herbal medicine–traditionally used in beauty rituals– to ensure the customer’s enjoyment of practicing self-care.

Editor’s Pick:  JUARA Kartini Oil Candlenut Creme Duo includes an absorbing Candlenut body creme paired with Kartini body oil that relieves dry skin and finishes with a luminous glow.