May is Asian American and Pacific Islander (AAPI) Heritage Month, making it the perfect time to spotlight some of our favorite AAPI-founded brands and businesses we love supporting year-round. We’ve rounded up a list of 80+ businesses, and it just scratches the surface of what’s out there.
From home decor, to viral makeup and some of the world’s most innovative skincare brands, to food brands with delicious chili oils and flavor-packed teas and spices, these are our editors’ favorite AAPI-owned businesses that we've found ourselves repurchasing again and again. While you can shop some of our favorite products below with a click of a button, we also encourage you to shop locally to support the businesses in your neighborhood.
Beauty & Skincare
Blume
Sisters Taran and Bunny Ghatrora created Blume, a beauty and self-care company for young women. They aim to de-stigmatize puberty and acne with their brand and empower the next generation to feel confident in their bodies. With sensitive skin-friendly products, their bestsellers include Meltdown Blue Tansy Acne Face Oil,Milky Fade Dark Spot Serum, and the Tri-Peptide Superbalm Tinted Lip Balms.
Borntostandout
Founded by Jun Lim, this niche fragrance house takes inspiration from its Korean roots but with a modern, individualistic twist. The unisex fragrance brand has scents like Dirty Rice, featuring notes of basmati rice, milk, sandalwood, and almond, and Drunk Lovers, with notes of red berries, brandy, cinnamon bark, and grapefruit.
Chunks
Stylish claw clips and hair accessories aren’t going anywhere, and Tiffany Ju’s Chunks has some of the cutest designs. Founded in 2019, the brand went viral over their checkered pattern clips, but they also have other playful prints like this butterfly clip and this bow French pin.
Cocolab
Dental care doesn’t have to be boring, and this dentist-designed brand adds a fun twist to your twice-a-day routine. Founded by sisters, Chrystle and Cat Cu, it’s best known for its flavored floss that’s textured so it can really scrub in between your teeth.
Elorea
Elorea is a Korean fragrance brand that taps into Korean culture and storytelling through fragrance. “I own the scent Bae Frais, which is inspired by Korean pear, and love that it actually lasts all day; I always get compliments when I wear it,” says Sophie Park, GH Senior Content Strategy Manager. She also notes that the fragrances feel truly unisex without leaning too masculine or feminine, which makes them a great gift option.
Glamnetic
Ann McFerran is the genius behind Glamnetic, a cult-favorite beauty brand that specializes in magnetic eyelashes and eyeliners. McFerran is Thai American, and she immigrated to the United States at just 7 years old with her single mother. Our current favorite press-on designs for spring and summer: Citrus Coast, Cute as Cherry Pie, and Papaya Chrome.
Hung Vanngo Beauty
Selena Gomez’s go-to makeup artist Hung Vanngo has his own namesake makeup brand, and it’s known for its high-performance formulas that are user-friendly. Shop comprehensive eyeshadow palettes that focus on color stories, creamy lip liners, and lipsticks perfect for everyday wear, and more.
Insert Name Here
Founded by Korean American Sharon Pak and co-founder Jordyn Wynn, Insert Name Here's hair extensions let you try out the latest hair trends—like a voluminous pony and colored hair—without damaging your strands in the process. They also have affordable hair tools, styling products for slick back looks, and even hair gems.
Kulfi Beauty
Celebrating the creative nature of makeup and inspired by her Indian heritage, founder Priyanka Ganjoo created Kulfi Beauty as a way to deliver high-performance, pigmented makeup products that show up on all ranges of skin tones. The brand offers long-lasting lip staining oils and lip staining liners, conditioning tubing mascara, and clear, shaping brow gels that promote hair growth, colorful eyeshadows, eyeliners, and more—all so you can have fun with your makeup.
Live Tinted
The beauty brand's story begins with founder and beauty blogger Deepica Mutyala, who went viral with her red lipstick hack video to cancel out dark under-eyes. Today, she runs Live Tinted to serve all skin tones with her multi-use color correcting sticks, tinted mineral sunscreens with multiple shades, and gradient blushing bronzers for a sun-kissed flush.
Mango People
Sravya Adusumilli founded Mango People to provide a clean makeup brand powered by fruit extracts and pigments and Ayurvedic-based formulations. The brand’s viral multi-sticks can be used on the eyes, cheeks, and lips, and its shade range complements a wide range of skin tones.
Phlur
While Phlur initially launched in 2015, fashion influencer Chriselle Lim invested in the brand in 2021, becoming a new co-founder and creative director. She was the brains behind the viral scent Missing Person—a GH-editor favorite perfume for women. “This scent feels like an extension of me, rather than a perfume. It’s faintly sweet and comforting, but somehow still airy—like a cozy blanket you want to stay wrapped in forever,” says April Franzino, Senior Beauty & Style Director.
Remedy Science
Board-certified dermatologist Dr. Muneeb Shah, or known as @doctorly on social media, created Remedy Science to make it easier than ever to shop for problem-solving skin and body care. Each product and formula takes a multi-action approach to solve your skin concerns. For example, Remedy for Dark Spots has nine active ingredients at the ideal concentrations to help fade hyperpigmentation effectively but without irritation.
Seiso J Beauty
This Japanese beauty system features four products that aim to restore, strengthen, and rebuild the skin's barrier function via ceramide technology and clean ingredients.
Soko Glam
Soko Glam, created by Charlotte Cho, is all about making K-beauty brands and products more accessible to the American audience. (Think of it as Sephora for K-beauty.) You can shop popular brands like Anua, Cosrx, Etude House, Biodance, and more. The founder also has her own skincare brand called Then I Met You.
Squigs
Founder Nikita Charuza dubs her brand "happy head care," offering skincare and hair care rooted in Ayurvedic rituals that are sensitive skin-friendly. The Gooseberry Delight Pre-Wash Hair Oil helps with hair growth, follow it up with the line’s hydrating shampoo and conditioner. The brand is also committed to donating a percentage of proceeds to mental health charities because head care includes mental health.
Three Ships Beauty
Natural skincare shouldn't be overpriced, according to Three Ships Beauty founders Laura Burget and Connie Lo. They set out to make clinically-proven formulas with nature-derived ingredients less complicated and more affordable, like the Superfruit Exfoliating Mask, a gentle bakuchiol serum, and a grape stem cell-based hydrating moisturizer.
Topicals
Co-founders Olamide Olowe and Claudia Teng hit the ground running after their launch in 2020. Both Olowe, who is Black, and Teng, who is Asian American, had similar problems with the beauty industry as WOC and decided to make a change by addressing those issues with Topicals. Shop their bestselling Faded Serum for dark spots, High Roller Ingrown Hair Tonic, and a soothing moisturizer made for eczema-prone skin. The brand as a whole is a favorite of multiple members of the Good Housekeeping team. “I love Topicals because of their focus on making skincare more fun and de-stigmatizing flare-ups,” says Grace Wu, Textiles Lab Analyst.
Home, Kitchen & Lifestyle
Avocado Green Mattress
Our top-tested organic mattress comes from Avocado Green Mattress, and our panel of testers rated it high for comfort and support. Plus, they are GOTS and GOLS certified. One tester described it as "super soft but also very supportive." You can read our full review of the mattress here.
Béis
Béis, founded by actress Shay Mitchell, was created to offer durable luggage at an affordable price to make traveling more accessible. The GH-tested luggage brand creates a range of duffles, rolling bags, and carry-ons, all in chic colors that'll make packing for your next adventure a breeze.
Blueland
What impressed us most about Blueland here at GH is not only how well their cleaning products perform, but their ability to eliminate unnecessary packaging. Our very own Cleaning Lab picked Blueland's dishwasher starter set as the best plastic-free dishwasher detergent, which comes in a cute reusable tin.
Boy Smells
In 2015, Boy Smells was created in the Los Angeles kitchen of co-founders and partners David Kien and Matthew Herman. Over the years, their fragrant inventory continues to surprise its cult-following, but the brand's Hinoki Fantôme candle (with notes of Japanese cypress, jasmine petals, smoked amber, and moss) is still a best-seller. Don't hesitate to grab more than one jar for your home!
Buffy
Lexie Sachs, Executive Director at the GH Institute, uses the Buffy Cloud Comforter and notes that it is the perfect all-season comforter. Beyond comforters, the brand also has soft and cozy bedding and linens that will make your bed feel like cloud nine.
Ettitude
This GH-tested brand is one to look out for if you love soft bedding in moody muted tones, especially if you want a more affordable alternative to silk sheets. The brand is known for creating bedding made from bamboo-derived lyocell, and is OEKO-TEX Standard 100 certified, meaning it’s tested for harmful chemicals and dyes.
Giant Robot
Established in 2001, the Los Angeles shop features products from around the world, notably Asian pop culture products, including fun housewares, gifts, stationery, T-shirts, comics, and plush and toy figures.
Joeydolls
Samantha Ong created Joeydolls to promote inclusivity and provide diverse dolls she couldn’t find for her own children. The dolls specifically represent various Asian cultures and ethnicities.
KonMari
You've probably already heard about the KonMari method, a way to tidy up your home, thus bringing more joy into your life. The Japanese brand offers a collection of products and services that help you organize your home without the fuss.
Marble Lotus
Founder Soni Mehra merges modern design with traditional South Asian craftsmanship in her home decor brand Marble Lotus. The brand partners with artisans and makers from the South Asian subcontinent to source and craft elegant pieces that honor South Asian heritage and design. They also offer interior design services for even more of a personal touch.
Material
Two Asian-American food lovers created Material cookware when they noticed that none of the kitchenware they used checked all the right boxes. That's why Material offers stylish and functional cookware at more affordable price points.
Ohmonah
From apparel to home products, Ohmonah has you covered. Owner and New Jersey native, Sara, took their talents learned in the animation industry to the West Coast and created this whimsical brand. Pick up one of their reusable produce bags inspired by yummy foods like Salmon Sashimi and Fire Noodles or decorate your home with their fun rugs and tapestries.
Our Place
You've probably seen this vibrantly colored cookware brand on your Instagram feed. Our Place, established by Shiza Shahid in 2019, is famous for the Always Pan—a 10-in-1 ceramic and aluminum pan that can saute, sear, braise, steam, fry, boil, strain, and even be used as a serving dish. It's great for those with limited cabinet space because it's designed to replace a large cookware set. (Plus, it looks nice enough to leave out on your stove as decor, as you might a Dutch oven.)
Silk + Sonder
Founder Meha Agrawal worked in a couple of startups before starting her own. Silk + Sonder is a subscription-based mental wellness journaling experience that encourages productivity, planning, and mindfulness.
The Woobles
Even if you've never crocheted in your life, the Woobles offers beginner-friendly patterns and services so you can make your own crochet creations. We’re obsessed with Pierre the Penguin, Fred the Dinosaur, and Sebastian the Lion. The brand also offers crochet kits for intermediates.
Vermicular
In 1936, the Hijikata family was known for its artful cast iron, which led to the founding of the Vermicular brand. Specializing in elevating home cooking into an art form, the brand's stunning Dutch oven is made with enameled cast iron and comes in five sizes and four color shades.
Fashion & Accessories
Affection BLVD
Affection BLVD is one of Park’s favorite places to shop. “The pieces feel really trendy and fashion forward while still being easy to style with everyday outfits,” she says. “I’m especially drawn to the bold colors and fun designs. Everything looks very curated and effortlessly cool without feeling overdone.”
AMYO Jewelry
Find layered necklaces, bracelets, rings, and more at AMYO, starting from just $30 for smaller items. They offer gold-plated and solid gold pieces. The brand was founded by Korean American founder Gina Nam, who runs an all-female team who crafts the jewelry by hand. Shop stylish pieces like this Dainty Crystal Hand Chain, opal studs, and personalized engraved jewelry.
Apricotton
Founded by two friends Chloe Beaudoin and Jessica Miao, Apricotton is a Toronto-based bra brand that serves as an approachable entryway for tweens and teens just starting to navigate puberty. The brand’s bras are designed with comfort in mind and are made to fit growing bodies.
Asian American Girl Club
From trendy bucket hats to T-shirts and hoodies, AAGC sets out to redefine what it means to be a modern Asian American woman through their powerful apparel.
Dagne Dover
Founded by Melissa Mash, a Korean American and Deepa Gandhi, an Indian American, along with their friend Jessy Dover, Dagne Dover is known for its chic, "problem-solving" bags that feature some of the most clever, thoughtful storage solutions we've seen in everything from eco-friendlier neoprene diaper bags to weekender carryalls and leather totes.
Dauphinette
Olivia Cheng and her sustainable ready-to-wear label Dauphinette have created one-of-a-kind pieces since 2018. Cheng constantly collaborates with major brands for exciting runway pieces, and she also makes a point to reuse and use unused materials while ideating for upcoming shows.
Donolli
Former Good Housekeeping video producer, Tessa Donolli, is half-Filipina and has always dabbled in creative hobbies. Donolli accessories feature statement jewelry, like clay chains and earrings.
Grey State
Saima Chowdhury was born and raised in Bangladesh and founded the relaxed luxury clothing brand Grey State in 2015. The female-owned brand's mission aims to keep its environmental impact low, using upcycled textiles for its clothing.
Jandéquene
Jandéquene features feminine silhouettes with delicate drape detailing and soft textures to suit a wide range of body types while maintaining a polished look. Made from all-natural fibers, each garment is designed to be timeless and passed down.
Joey Baby
Joey Baby offers high-quality natural pearl jewelry that's handmade in NYC—at an affordable price. Starting in the summer of 2020, while the founder Joey Wong was pregnant, the brand has established itself as a go-to for trendy jewelry.
Linjer
The sustainable accessories brand makes options for men and women, including ethically made jewelry and leather bags, like their birthstone rings that make a great birthday gift.
Love, Bonito
Singaporean-based fashion brand makes women’s clothing meant for real life, from roomy silhouettes to accommodate bloating to breezy summer outfits that still look polished and tailored. Shop under-$100 wedding guest dresses with built-in padding, stylish matching sets, and everyday essentials.
Kara Yoo
Kara Yoo designs fluid and sculptural jewelry at an accessible price point, from unique minimalist designs to elevated bag charms, and even initial necklaces for a personalized touch. “My initial ‘H’ necklace is one of the most-complimented pieces of jewelry in my collection. The letters are sculpted from a single line, giving them an abstract, lean-in quality that’s different from all the other initial pendants out there,” says Heath Owens, Deputy Commerce Editor.
Kinn Jewelry
Founder Jennie Yoon created her jewelry brand with the intention of designing heirloom pieces that can be passed down from generation to generation. Each piece is crafted with quality materials like solid gold, silver, and lab grown diamonds with contemporary yet timeless designs that can be worn every day.
M.M.LaFleur
Whether you're in need of womenswear for work or cozy loungewear, the Japanese-owned fashion brand has something for you, like its cashmere joggers and matching hoodies, leggings, terry sweatpants, pullovers, t-shirts and more.
Pepper
This brand was named the best bra for small busts in our tests. What sets them apart from other lingerie brands? Their bras are made with shallower cup sizes to help get a closer fit and avoid unwanted gaps.
Petite Studio NYC
For petite ladies, Petite Studio NYC is a slow fashion brand that offers clothing for smaller women. It was founded by Jenny Wang, a self-taught fashionista who grew up in Zhejiang, China.
Shop Dela Gold
The Filipina-owned Los Angeles shop ships authentic 14k solid gold jewelry to customers worldwide. From custom sets to assorted chains to jade pendants, the shop has something for everyone.
Summer Away
Founder Meghna Goyal wants to make shopping for your next vacation effortless with her line of sustainable and affordable resort wear. From two-piece sets to flowy dresses, the line features summer-inspired prints in various silhouettes.
Supesu
Founded by Hong Kong-born Canadian Sandy Tam, the brand is known for their minimalist aesthetic. They’re also popular for being petite-friendly, since their pieces run on the smaller side. We’ve named Supesu in a couple of our loungewear roundups, with testers praising their flattering and “cozy” designs.
Verloop
Made in a family-owned factory in the Philippines, this knitwear brand delivers all the color in plenty of fun prints. The best part? It’s sustainably made with deadstock yarn, so those vibrant fluffy house slippers and eye-catching area rugs are all helping reduce waste.
Food & Beverage
Bachan's
Bachan means "granny" in Japanese, and Justin Gill used the word to name his business after the woman who inspired him. Gill started Bachan's as a way to put his family's signature barbecue sauce on the market. The brand describes the sauce as having a "teriyaki-ish" taste that pairs well with meat, veggies, rice, and just about everything else. It can be used as both a marinade and a condiment.
Bean & Bean
The women-run coffee company was founded by the Korean mother-and-daughter duo, Rachel and Jiyoon Han. Their mission is not only to bring flavorful and delicious coffee to the world but to also help bridge the gender gap in the coffee industry. More than 50% of coffee sourced by Bean & Bean is female-powered!
Boba Bam
Boba Bam is high-quality, authentic Taiwanese instant boba made in 60 seconds, co-founded by Bob Yau and Ron Escopete. The perfect at-home solution, this classic Brown Sugar Boba makes it easy and convenient to customize boba your way at a quarter of the cost of conventional tea shops.
Bokksu
In 2015, after a trip to Japan, Bokksu's owner Danny Taing fell in love with the local snacks. The brand is a monthly subscription box service that pulls together a variety of snacks beloved in Japan. Bokksu also does special boxes for holidays and character collaborations (like Hello Kitty!).
Copper Cow
Known for their naturally flavored lattes, Copper Cow adds herbs and spices to the coffee mix for a delicious cup every time. Each flavor is organic and designed to transport you to Vietnam, the second-largest coffee supplier in the world. Copper Cow Coffee is the brainchild of Vietnamese American Debbie Wei Mullin, who was passionate about introducing a premium, at-home pour-over coffee experience with a sustainable twist that celebrates Vietnamese coffee and culture.
Dang Foods
Plant-based Thai American snack brand Dang Foods offers yummy whole food product lines, including Coconut Chips, Thai Rice Chips, and the Dang Bar. All snacks are vegan, non-GMO, dairy-free, and gluten-free.
Deep Indian Kitchen
Founded by an Indian-American family, Deep Indian Kitchen provides tasty and authentic Indian cuisine meals like Chicken Tikka Masala and Samosas With Chutney delivered frozen to your door.
Eatable
Charlene and Vince Li gave popcorn a gourmet flair with Eatable. Not only is this snack brand packed with flavor, but it also perfectly pairs with wine, cocktails and other spirits. With flavors like Whisky on the Pops, which is scotch-infused caramel popcorn, Chocolate Espresso Martini Kettle Corn, and Coconut Lime Margarita Pops caramel popcorn, you'll certainly reach for these during your movie marathons.
Fila Manila
Fila Manila offers a range of authentic Filipino simmer sauces with a modern twist, founded by first-generation Filipino American immigrant Jake Deleon. Based on his parent’s recipes, the sauces are packed with Filipino flavor for everyone to enjoy.
Fly by Jing
Founded in 2018, owner Jing Gao started off with her flavorful Sichuan Sauces and has since expanded to delicious soup dumplings, hot pot bases and more, which can all be delivered right to your door with just the click of a button.
Health-Ade Kombucha Tea
You might recognize the colorful Health-Ade kombucha bottles from the grab-and-go refrigerator at your local grocery store. The brand is known for offering fruit-flavored kombucha, which is a fermented tea that has living probiotics. Health-Ade is the creation of Diana Trout, her husband Justin Trout, and their friend Vanessa Dew.
HighKey
Known for their low-sugar cookies, chocolates, and crackers, HighKey was founded by AJ Patel and recreates your favorite snacks and treats sans the added sugar. Their keto-friendly offerings are tasty, and many of the products focus on high-quality ingredients like almond flour and a proprietary blend of natural sweeteners. The celeb-loved cookies have no added sugar and are gluten-free, grain-free, and keto-friendly.
immi
Kevin Lee and Kevin Chanthasiriphan launched immi because they share a lifelong love of ramen. The two started the brand as a way to help their families and others manage health conditions and try a plant-based diet. For example, the spicy "beef" ramen is just that—spicy and hearty and features notes of Sichuan peppercorns, anise and fennel. (All of immi's ramen are 100% plant-based.)
Khalo Kitchen
Founded by Ankita Sankla and Jesal Trivedi, Khalo Kitchen is here to remind you that healthy eating doesn’t mean you have to give up flavor-packed foods. The brand’s Ayurvedic Seasoning Paste Set lets you add a spoonful (or two) of delicious seasoning blends into anything you make, from eggs to marinating meats or sautéing veggies. It’s packed with real-food ingredients that support digestive wellness.
Kloo
Coffee from a certified coffee sommelier? Meet Kloo, the brand that offers specialty coffee concentrate made from single-origin beans. Mariella Cho and her daughter Claudia created Kloo to make gourmet craft coffee at home accessible for all.
Mason Dixie
For those moments when you're dashing out of the house and need a quick breakfast, Mason Dixie Foods has you covered. Ayeshah Abuelhiga established the brand in 2014 as a way to sell the delicious comfort food that her parents made in their small carry-out restaurant. The buttermilk breakfast sandwich features the brand's signature seven-ingredient buttermilk biscuit with egg and sausage.
MìLà
Husband and wife team Jen and Caleb Liao founded MìLà, previously named Xiao Chi Jie, in 2018 as a way to honor their culture and embrace being second-generation Chinese Americans. The brand sells everything from dumplings, sauces, and noodles that'll satisfy your taste buds.
Ngyuen Coffee Supply
Nguyen Coffee Supply was the first Vietnamese American-owned importer and roaster of green coffee beans from Vietnam in New York. Founded by Sahra Nguyen in 2018, Nguyen Coffee Supply set out to foster diversity, sustainability, and integrity in the coffee industry.
Omsom
Vietnamese co-founders and sisters Vanessa and Kim Pham are daughters of refugees, who grew up at their family's kitchen counter. They created Omsom to offer food starter packs that celebrate Asian flavors right to your door.
Sanzo
Sandro Roco, a Queens, New York-born Filipino American, started Sanzo after noticing a need for less sugary and preservative-free options in New York's Asian grocery stores. Sanzo, the first Asian-inspired sparkling water, uses high-quality Asian soft drink flavors without any added sugar.
Spicewalla
Spicewalla founder Meherwan Irani has won five James Beard Award nominations for Best Chef so you know his food is good. He created the brand as a love letter to his Indian heritage and the family recipes that were passed down to him, focusing specifically on perfecting spice blends the way he learned as a kid.
Tea Drops
Coming from a Chinese and Sri Lankan home, tea was always a staple in founder Sashee Chandran’s upbringing. She started Tea Drops as a sustainable solution for the modern tea drinker, creating bagless and dissolvable whole-leaf tea blends that are all USDA-certified organic. Just drop them in your mug, cover with boiling water, and watch them dissolve.
Shanon Maglente is a writer and editor who specializes in deals, trends, and best-of product roundups. She has about a decade’s worth of experience, and has worked with Good Housekeeping as a writer and editor since 2019.
Anvita Reddy is a shopping editor at Hearst Magazines with more than five years of editorial experience. She covers beauty, fashion, home, and lifestyle content for brands including Cosmopolitan, ELLE, House Beautiful, Good Housekeeping, Country Living, and Harper’s BAZAAR. Previously, she was an assistant editor at PS Shopping, where she reported on beauty, home and kitchen, fashion, tech, travel, wellness, and lifestyle trends. When she’s not testing the latest skincare and makeup launches or hunting for under-the-radar deals, Anvita can be found binge-watching reality TV, renovating her first home, or honing her cooking skills.
