These 29 AAPI- and Asian-Founded Beauty Brands Are on Their Way to Icon Status

 Original Article 

In the decade-plus that I've been covering beauty—not to mention the many years prior I spent being a consumer and tried-and-true fan—I've seen firsthand how Asian beauty brands have completely revolutionized the industry. (Who can even remember what it was like before K-beauty won over our skincare-loving hearts?) So every May when Asian American and Pacific Islander Heritage Month comes around, I love learning about new beauty brands I haven't tried yet and seeing how far we've come in terms of representation.