Happy AAPI Heritage Month! To celebrate, we’re highlighting 16 AAPI-owned vegan beauty brands to support now and forever. This list has everything you need to level up your entire get-ready routine, from hair and skin to body and makeup. What are you waiting for? Keep reading to find your new beauty staple!

Actress turned serial entrepreneur Jennifer Yen introduces JooY, a brand-new scalp care brand rooted in Asian heritage and powered by fermented superfoods. JooY’s debut collection includes essential scalp care products like Clarify Shampoo, Clarify Conditioner, and Soothing Scalp Serum, designed to redefine scalp care as an extension of skincare. Committed to eco-conscious practices, JooY prioritizes sustainability by using plant-based ingredients, recycled materials, and offering refill pouches to reduce plastic waste.

Courtesy of JooY

With sustainably made products that combat body blemishes, unwanted odors, and sweating, Beia ensures that we feel the most confident outside and inside the bedroom. Nourish your body with their skin holy grails like Refresh Wipes, Body & Intimacy serum, and Daily Hydrating & Setting Mist.


Courtesy of Beia

Level up your skin’s hydration with Krave Beauty! The vegan skincare line features many beauty must-tries, but their Oat So Simple Water Cream is at the top of our list. Its lightweight texture and moisturizing ingredients—like oats, trehalose, and squalene—make it the perfect base for your makeup routine.

Krave Beauty products sitting on bathroom counter

Courtesy of Krave Beauty

With a fun approach to beauty, M2U NYC has everything you need to achieve an effortless look. A standout product is their liquid eyeliner! Designed with a felt tip and waterproof formula, this will be a beauty bag staple in no time. Pair it with their lengthening mascara or liquid eyeshadow.

M2U NYC Beauty products in makeup bag

Courtesy of M2U NYC Beauty

Ranavat harnesses sacred Ayurvedic beauty rituals to create high-performing skin and hair care. Some must-try products include Lotus Cleansing Balm, Restoring Moonseed Treatment, and the Brightening Saffron Serum!

Ranavat skincare on counter

Courtesy of Ranavat

Looking for a no-fuss night routine? Good Light Cosmetics has got you covered! Made with deeply nourishing ingredients like meadowfoam seed oil, snow mushroom, and niacinamides, this gender-inclusive brand will leave your skin rejuvenated and supple in no time.

Good Light Cosmetics on stand

Courtesy of Good Light Cosmetics

Give your skin a hydro boost with Unnaturally Natural! Achieve a luminous finish with their buzzworthy lineup of skin must-haves. Go for The Complete Collection—a bundle containing an enriching moisturizer, cleansing calm, toner, and vitamin C essence.

Unnaturally Natural products in sheets

Courtesy of Unnaturally Natural

Botanical Republic infuses locally sourced, natural, and vegan ingredients in all their products, perfect for the clean beauty enthusiast. Each item is multi-functional and made to save time without compromising quality. If you’re looking for a makeup remover, cleanser, and shaving oil in one, shop their Nourish Hydrating Cleansing Oil!

Botanical Republic skincare on greenery

Courtesy of Botanical Republic

This Indian-owned brand is a hotspot for all things vibrant and bright makeup! Named after a colorful South Asian ice cream, Kulfi cultivates a cult following by putting women of color at the forefront. The Zari Eyes Eyeshadow is a beauty bag staple due to its long-lasting cream-to-powder formula.

Kulfi Beauty products on counter

Courtesy of Kulfi Beauty

Need a body exfoliant to add to your shower routine? Butter & Me is here to help! Try their aesthetically pleasing collection of Choco Body Scrubs. With delicious combos like matcha vanilla, strawberry cacao, and orange poppy, they’ll leave you silky smooth from neck to toe!

Butter & Me body scrubs on counter

Courtesy of Butter & Me

Sustainable beauty brand Meow Meow Tweet is filled with conscious skin, hair, and body products. Some customer favorites include Aloe Rose All Over Body Lotion, Rosemary Avocado shampoo bar, and Lemon Rose Cleansing oil. Don’t forget to check out their refillable program!

Meow Meow Tweet products on counter

Courtesy of Meow Meow Tweet

Taken after Indian Ayurvedic beauty traditions, Shaz & Kiks creates products that promote hair growth while leaving your scalp refreshed. You’ll find Ayurvedic herbs like turmeric root oil, neem oil, and kokum butter in their bestselling Scalp+Hair Prewash duo.

Shaz & Kiks products in shower

Courtesy of Shaz & Kiks

Named after the lifeguard tower that borders Santa Monica and Venice Beach in Los Angeles, Tower 28 creates products for the utmost sensitive skin types. A must-try is the SOS Intensive Rescue Serum. Made with anti-inflammatory and anti-bacterial hypochlorous acid, this will soothe irritation and calm redness. Use it in your morning and night routine!

Tower 28 products on mirror

Courtesy of Tower 28

Blume reshifts the conversation around clean beauty. Formulated with ingredients that are good for you and the planet, they offer award-winning skincare that includes the Milky Fade Serum, Blume Buds Power Patches for Acne, and a Treat & Hydrate Kit ideal for acne-prone skin.

Blume products on counter

Courtesy of Blume

Sweet Chef champions skin wellness with their nutrient-dense selection of products! From brightening sheet masks and nourishing cleansers to hydrating serums, your skin will be left with a radiant glow.

Sweet Chef products on bathroom counter

Courtesy of Sweet Chef

Give your skin the lymphatic drainage it needs with Mei Apothecary! This AAPI-owned brand features an eye-catching lineup of skincare sculpting tools. Choose between their mini jade roller, mini rose quartz gua sha, or mini germanium lifting beauty roller.

Mei Apothecary products on counter

Courtesy of Mei Apothecary

Upgrade your makeup prep routine with Journ! Available in four shades, their color correctors visibly improve skin elasticity and reduce stubborn dark circles and pigmentation. Pair with their daily moisturizer that sanitizes the skin while retaining moisture!

Journ beauty products with makeup bag

Courtesy of Journ

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