To build a successful business, you inherently have to be scrappy and resilient, something many of these founders learned from their families. Attorney turned jewelry industry disrupter Priyanka Murthy explained that many Asian American immigrant parents tend to teach this important lesson through lived experiences. “Grit!” she said when I asked what her highly-educated parents taught her through their serial entrepreneurship. “They did not give up.” Several other founders created brands to honor important people in their lives and celebrate their heritage and history. Some founders were activated by a lack of representation in the fashion, beauty and wellness industries. With an intention to carve out space for the wide diversity of the AAPI community, they built brands with cultural connection, sourcing through personal relationships and ensuring sustainable practices. Community support is also a common value, with each company having some sort of philanthropic component, often uplifting underserved young people and mental health causes. The final commonality shared by every single founder on this list is an unapologetic pursuit of their vision. While the model minority myth is both real and harmful, it’s not an uncommon experience for many Asian Americans to feel a pressure to pursue more traditional markers of success like higher education and corporate careers. Whether they started in the service industry or had reached the pinnacles of corporate success, these founders ultimately pivoted to pursue something powerful, expressive, and all their own. Here at Parade.com, we’re all about sharing products we love with our audience. When you make a purchase on an item seen on this page, we may earn a commission, however, all picks are independently chosen unless otherwise mentioned.
35 AAPI-Owned Brands to Support Now and Always
AAPI-Owned Clothing Brands
Anna Sui
Anna Sui’s story is the kind that inspires people to pursue their wildest dreams. A first-generation Chinese American who grew up in Detroit, she moved to New York in the 70’s to be a part of the underground creative scene. Sui launched her debut collection in 1991 at the encouragement of actual runway icons, some of which included Naomi Campbell, Linda Evangelista and Christy Turlington. She’s continued to lead her brand to new heights, expanding to offer fragrance and footwear. Sui is the winner of multiple CFDA awards and had pieces of hers included in the 2019 Met Exhibition, Camp: Notes on Fashion. Check out her current collection online, which captures the same relaxed whimsy inspired by the youth from her founding days. Parade Pick: Beckoning Blossoms Dress, $363 + Beckoning Blossoms Gloves Orchid, $178
Asian American Girl Club
Actress Ally Maki started her apparel company Asian American Girl Club in 2018 as a celebration of the multi-dimensional AAPI women she was proud to call her peers. After uploading a single post to Instagram with the brand’s name, Ally was inundated with messages from women across the country who felt connected to AAGC and wanted to share their own experiences. From redefining what happiness and success look like, to creating representation and rebuking stereotypes, AAGC is a community committed to holding space for the modern AAPI woman. Parade Pick: Cool Matcha Crewneck, $68
B.zaar Collective
B.zaar Collective was founded as a curated digital market stocked exclusively by independent brands from around the world. Inspired by the experience of browsing through a marketplace, or bazaar, full of artisans in the Philippines, co-founders Monica Recto, Gabie Tanjutco, and Trisha Lim aimed to translate that to the digital world. The Collective handles all of the logistics, marketing and selling of each brand’s assortment of goods through a system that is mutually beneficial for everyone involved. Many designers are chosen in part based on personal relationships from Co-Founder Recto’s childhood community.Working with companies from Southeast Asia, brands must be slow fashion and have a distinct design perspective to be considered for the Collective. Parade Pick: Le Weekend by Ro Ostraco Set, $120
Dauphinette
The self-proclaimed “happiest brand on earth” was founded by artist Olivia Cheng in 2018 when she was just 20-years-old. Dauphinette’s first collection consisted of outerwear made from up-cycled materials, fur and leather scrap fabric, plus vintage beads and embellishments. The brand has expanded into a seasonal core collection of whimsical clothing, handbags and accessories that are anything but boring. With two retail locations in NYC and two pieces featured at the 2021 Met Exhibition, Cheng is a force to be reckoned with. Parade Pick: Fennel Tank in Bad Girls Go to Heaven, $480
Sundae School
The future is now with brands like Sundae School, which offer a curated selection of clothing, accessories, and for California customers, cannabis products. Born in Seoul, founder Dae Lim is an engineer by trade although his interest in fashion had started in his teens. He founded Sundae School in 2017 as a way to blend his love of math and design. Each garment sits at the intersection of function and style, with classic fits in by buzzy prints and uber comfortable materials. Parade Pick: Purple Burning Love Pullover Fleece, $150 + Purple Burning Love Pants, $100
Pepper
Just as some major lingerie brands have left people with plus-sized chests out of their design process, they’ve also set unrealistic standards for those with smaller boobs. Co-Founders Jaclyn Fu and Lia Winograd started Pepper with the simple mission to empower women with small boobs to feel good in their skin and combat unrealistic beauty standards. With a size range of 30AA to 40B, Pepper aims to accommodate a variety of bodies. Their best-selling Mesh All You Bra is designed for comfortable easy wear, with no stiff padding or uncomfortable gapping. Parade Pick: The Mesh All You Bra Duo (2 Pack), $97
YanYan Knits
Dreamt up by best friends Phyllis Chan and Suzzie Chung, YanYan makes knitwear for the modern age with a nod to traditions past. Chan is the former Director of Knitwear at rag & bone, while Chung had been a designer in Hong Kong specializing in custom prints for the mass market. While their grandmothers are a major source of inspiration for the pair, their design perspective is decisively youthful. Their pieces mix unexpected colors with textural novelty yarns that they source strategically from the leftovers other brands would otherwise throw away. By shopping at YanYan, which is Cantonese for the word “everyone”, you’re not only getting an artfully made garment made to last, you’re supporting the circular fashion movement and reducing waste. Parade Pick: Tweedle Halter in Ochre Tweed, $195 + Tweedle Mini Skirt in Ochre Tweed, $275
3.1 Phillip Lim
Now a well-established brand in the accessible luxury space, 3.1 Phillip Lim was founded in 2005 by friends Wen Zhou (President and CEO) Phillip Lim (Creative Director). Zhou was born in China and immigrated to New York City at the age of 12. She’d had an entrepreneurial spirit since those early days, and by 26 had started her own fabric and fashion import business. Lim was born to Chinese parents who’d immigrated to Southern California. While attending college in Long Beach, he worked weekends at Barneys which would eventually lead to his entry into fashion. In addition to numerous accolades for both the brand and each member of the talented duo, Lim and Zhou are both involved in Apex for Youth, an organization working to uplift underserved Asian and immigrant youth in NYC. Lim was a driving force behind the #STOPASIANHATE movement in 2021, partnering with Asian American leaders to establish a GoFundMe to support victims of hate crimes. Parade Pick: Quilted Liner Jacket, $295
Accessories
Access79
Access79 Founder and CEO Priankya Murthy is the daughter of an engineer and an actuary, who immigrated to the U.S. on a business visa. The first three businesses they started failed, but the fourth, a wholesale diamond jewelry business, succeeded. After establishing an impressive career as an attorney, a lack of creative challenges in the private practice world led Murthy in a new direction. She noticed that the fine jewelry shopping experience was outdated, catering largely towards men despite women actually often shopping for their own accessories. She tiptoed into the jewelry game by directly sending clients pieces from new collections, including her own line Arya Esha, for them to try in the comfort of their homes. Every time she sent a selection, they would buy at least one piece, and thus her try-before-you-buy method was born! Just as she made small incremental steps to eventually leave her law job, she’s built Access79 in small pieces, which is her advice to young entrepreneurs. “Take small steps in several things,” she tells me, “it’s a little bit of work and time at first but it helps you figure out what you want and what you’re good at.” Parade Pick: Science Necklace, $149
Avre
Sister duo Julie and Connie created the footwear label Avre as an alternative to the mass-produced fashion brands that continue to pollute the environment. Growing up with a family working in the shoe business, they knew how big of an impact a wastefully made pair can have on the planet. Made from recycled water bottles, their line of contemporary athleisure styles is a win for both sustainability and comfort. They continue to be innovative in their production process, reducing energy use and their carbon footprint where they can. Parade Pick: Infinity Glide Off White Cream, $145
Chunks
The claw clip trend is here to stay and Chunks founder Tiffany is here to deliver. Launched in 2019 from her basement in Seattle, the accessories line is now made in China from premium acetate. The brand promotes manufacturing transparency and provides an impact statement in an effort to dispel the negative and incorrect stereotypes of production in China. The assortment of punchy hair clips, barrettes and accessories is sold at stockists around the globe as well as several online retailers including Lisa Says Gah and Urban Outfitters. Parade Pick: Dolly Claw in Marbled Blue, $22
Dagne Dover
Dagne Dover has a simple mission, creating bags that “keep up, stay organized, and look good doing it.” If their loyal customer base can tell you one thing it’s that Founders Melissa Mash, Deepa Gandhi and Jessy Dover have created something really special together. Mash, who’d worked for Coach and Gandhi who began her career on Wall Street but ended up at Club Monaco had been friends in New York since 2007. After working on the founding concept together, they reached out to Jessy Dover who’d made an impressive splash winning the Coach Accessories Design competition in college, asking her to be the Creative Director of the label. With an intention to grow their business at an organic pace that never sacrifices on quality or customer care they started Dagne Dover in 2013. Parade Pick: Landon Carryall Bag, $110
I’MMANY
Tina Xu is the self-taught jewelry designer behind I’MMANY. Based in London, the irreverent pieces are made by hand from organic components used in innovative ways. Inspired by her world travels and love of the playful side of life, Xu established her brand in 2019 and has since regularly released collections each with its own theme. From real flowers dipped in high-quality resin to bright gemstones set in recycled metals, I’MMANY celebrates femininity and self-expression. They match this ethos with donations to several organizations working to support access to mental health. Parade Pick: Very Grapeful Gemstone Grape Drop Earrings w Detachable Gold Vermeil Hoops, $189
Linjer
Wife and husband duo Jennifer Chong and Roman Khan started their own accessories brand in 2014 after realizing there was a gap in the market between fast fashion and luxury goods. They didn’t want to shell out extra money just for a name brand or a logo, but still cared deeply about the craftsmanship, sustainability and style of the pieces they bought. Today their line includes a range of jewelry, watches and bags that shoppers can snag for a fraction of the price of a name-brand designer. Their diamonds are conflict-free and lab-grown, so you can shop Linjer with a clean conscience. Parade Pick: Pearl Ring - Lea, $40 on sale ($50)
Shop Dela Gold
Shop Dela Gold is inspired by founder Gielene Dela Cruz Wagas’s Filipino heritage. After receiving an inherited family necklace from her mom she was enamored with the classic beauty of gold. She’d been working as a nurse and living in Downtown Los Angeles when she began to buy and sell small curated assortments of gold jewelry sourced locally from the infamous Jewelry District. Her eye for styles suitable for lifetimes of wear quickly propelled her to quitting nursing and starting a digital shop. Check out Shop Dela Gold’s site for the full range of mindfully selected pendants, chains, rings and more. Parade Pick: Mini Rope Chain, $195
SVNR
SVNR (pronounced “souvenir”) is a conscious consumption jewelry and accessories line founded by PR pro Christina Tung. She’d founded a showroom in 2015, called House Of, as a space to connect and amplify the network of designers she was building from around the globe, including JW Pei and YanYan. Tung’s journey to creating one-of-kind works of art evocative of travel started with the simple pastime of combining leftover beads one weekend in 2018. Her PR connections give her the unique opportunity to collaborate with other creatives, like this mini tote from a project with the handbag label Petit Kouraj. Parade Pick: Labadee Mini Tote, $215
AAPI-Owned Beauty Brands
*Brand featured in the AAPI Bestseller Beauty Collection
Cocokind*
Founder and CEO Priscilla (P) Tsai of Cocokind didn’t like the way the beauty industry made her feel. The flawless airbrushed ads she saw made her think she couldn’t leave her house without a full face of (often uncomfortable) makeup products. She built Cocokind as an accepting beauty brand, not an aspirational one. No gimmicks that make shoppers feel like they need a certain product to be beautiful, just effective, sustainable skincare. Cocokind is one of eight Asian-founded brands that have teamed up to create the AAPI Bestseller Beauty Collection, with $10 from each box going to organizations working to uplift AAPI communities. Parade Pick: Ceramide Barrier Serum, $20
Fable and Mane*
Sibling duo Akash and Nikita Mehta both had backgrounds in the luxury space before co-founding their holistic hair care line Fable and Mane. Akash has an electrical engineering education and has worked for the likes of Estée Lauder Companies & LVMH. Nikita completed her education in computer science and management before forging a career in the fine fragrance world. Their shared values around product innovation and brand storytelling culminated in their 2020 launch. Fable and Mane’s assortment of clean hair care products is rooted in Indian tradition using Ayurvedic ingredients. Their hero product was inspired by the hair massages their grandmother used to give them as children. Parade Pick: Incredible Mane Duo, $57
Glow Recipe*
The star of many beauty cabinet pics on IG, Glow Recipe is just as powerful as it is playful. Cofounders Christine Chang and Sarah Lee left their jobs at L’Oréal in 2014 and launched the brand using their pooled personal savings. They started out as a curated digital shop of K-beauty brands imported to the US for sale but soon began developing their now-signature products. With the help of Sephora, they introduced the world to their first name-brand product in 2017 with the release of the Watermelon Glow Sleeping Mask. I finally got my hands on this overnight moisture magic and can attest that it’s well worth the wait list. Today they have a complete collection of skincare solutions made from high-quality fruit concentrates, bringing healthy plump skin to the masses. Parade Pick: Watermelon Glow Pink Juice Moisturizer, $21
Goodlight
Goodlight sums up its brand ethos with one simple saying, “beauty beyond the binary.” Created by journalist David Yi for people of all genders, they’ve got everything needed for a modern skincare routine, from cleansers and lotions to balms and pimple patches. David’s founding philosophy is that everyone’s life is made better by embracing beauty, a perspective he explores in his 2021 book. This belief is reflected in Goodlight’s sourcing of sustainable, vegan, clean ingredients and formulas. Snag their skincare set which includes a water cleanser, toning lotion, and probiotic serum and save $4. Parade Pick: Metamorphosis Skincare Set, $60 ($64 value)
Hero Cosmetics*
Whether you’re a guilty skin picker like me or you’ve got super-sensitive skin that’s irritated by chemical treatments, pimple patches are the real deal. If you’re unfamiliar, they’re small patches made out of a hydrocolloid dressing. They have a sticky underlayer that absorbs moisture from your zit which reduces the inflammation, while a protective top layer keeps out bacteria (and prying fingers). Originally founded in South Korea in 2017, Co-Founder and CEO Ju Rhyu realized that pimple patches were a treasure that hadn’t been widely known in the western beauty world. Hero Cosmetics now boasts a full range of skincare products that embrace skin’s natural textures with gentle effective ingredients that work with your busy life. Parade Pick: Mighty Patch Original, $12.99
JINsoon*
Esteemed manicurist Jin Soon Choi has made a name for herself in the fashion and beauty world. Before working with the likes of Marc Jacobs, Prada and Vera Wang, Choi began her career as a manicurist in New York after immigrating from South Korea with $400 in her pocket. The relationships she fostered with her initial clients became a guiding principle for her as she honed her craft and grew her network. She began doing at-home manicures and reaching out to beauty editors in hopes of providing her services to them. She received a single reply from Cosmopolitan’s beauty director at the time who connected her to the world of editorial photoshoots. Choi went on to open her own studios and in 2012 found her namesake line of non-toxic luxury nail lacquers made in the U.S. Parade Pick: Hypergloss, $22
Kulfi Beauty
Kulfi is fun, vibrant and dimensional, much like the South Asian ice cream they’re named after. Raised in New Delhi, Founder Priyanka Ganjoo spent years working in a beauty industry that she didn’t see herself reflected in at all. Many brands were tokenizing her culture and limited in their shade range, so she decided she would build something herself that represented South Asian voices and stories. All products are tested on a variety of skin tones to ensure rich pigmented wear for all. They match their commitment to inclusion and accessibility with donations to mental health organizations. Parade Pick: Bestselling Duo, Kajal Eyeliner, $40
Live Tinted*
Live Tinted Founder Deepica Mutyala has known the power of a viral video since 2015. She shared a color-correcting hack using red lipstick as a base under her foundation and concealer to noticeably brighten the area around her eyes. Seeing how many people resonated with her technique, she launched a digital space in 2018 to foster connection and conversation. Listening to the feedback of their community who expressed that no products addressed their hyperpigmentation, Live Tinted developed a 4-in-1 product to be used as a color corrector, eyeshadow, cheek and lip tint. Parade Pick: Mix & Match Set, $80
Mount Lai*
I was first introduced to Mount Lai via TikTok as the app’s beauty community became inundated with videos of a “new” facial massage promising slimming and toning results. While facial massage does have skin and health benefits, the specific type of massage many creators were showcasing was Gua Sha, a traditional Chinese medicine technique. Many Chinese creators noted that while it’s a practice that can benefit everyone, proper technique and understanding tradition are important. Mount Lai founder Stephanie Zheng started the brand in 2018 when she was just 21-years-old to share the self-care rituals she’d learned from her grandmother. Within months of launching just a few tools, Sephora reached out to place an order. Follow along on TikTok to learn more about Mount Lai’s story and how to integrate their products into your routine. Parade Pick: The Jade Guard Sha Facial Lifting Tool, $28
SLMD Skincare
There is something oddly satisfying about watching a pimple get popped. We know it’s not the best thing for our skin long-term and we’ll likely only make it worse (me, arguing with myself on the way to the mirror) and yet it’s something so many of us continue to want to do. Sandra Lee, MD, aka Dr. Pimple Popper, is the force behind SLMD Skincare. Developed by dermatologists to bring clinical-grade care to the masses at a more accessible price point than the doctor’s office, SLMD Skincare launched in 2017 and is exclusively sold online and in Target retail stores. Parade Pick: Clear Out Purifying Treatment Mask, $34
Tower 28 Beauty*
Beauty executive Amy Liu was frustrated with the lack of skincare options for people with eczema. Everything recommended for sensitive skin felt overly clinical and complex, so she sought to build the kind of company she wanted to buy from. Tower 28 is an accessible line of skin and lip products for easy everyday wear. Sticking to a simple and clean ethos, every item is non-toxic, non-irritating and free of fillers, fragrances and animal by-products. I’d personally recommend their $18 SuperDew Highlighter Balm. It’s formulated without any reflective pigments to give you a healthy hydrated feel that doesn’t clog pores. Parade Pick: SuperDew Highlighter Balm, $18
Pink Moon
While some people might pick up a new hobby or pastime after a bad breakup, Lin Chen founded a company rooted in unapologetic self-love. Pink Moon is a consultancy based out of NYC that’s working with a network of brands dedicated to sustainable beauty and holistic self-care practices. They offer a curated selection of products from exclusively women-founded brands in addition to their own Pink Moon products. A fan favorite is their Over the Moon Gua Sha Facial Oil which is both cruelty-free and non-comedogenic, meaning it won’t leave build up in your pores. Chen is serious about spreading the love too, with 1% of revenue going to a nonprofit of your choice at checkout. Parade Pick: Over the Moon Gua Sha Facial Oil, $58
AAPI-Owned Lifestyle Brands
Blueland
Blueland CEO and Co-Founder Sarah Paiji Yoo’s path to entrepreneurship was prompted by her entry into motherhood. On the search for clean, effective solutions in reusable containers that didn’t contribute to the growing problem that is micro-plastics, she saw a need in the market. Blueland launched with their trio of essentials, which includes a multi-surface cleaner, a glass cleaner and a bathroom cleaner, and has since expanded into laundry and personal care. Listen to more of Yoo’s story here, and then snag the Clean Suite Kit, $83 to save 20% on the best of Blueland. Parade Pick: Clean Suite Kit, $83
KonMari
If you’re one of the few people who hasn’t seen Netflix’s Tidying Up With Marie Kondo, do yourself a favor and watch an episode the next time you’re not feeling like cleaning. Growing up in Japan, Kondo found an early love of organizing inspired by the way her Grandma lived so intentionally. At the age of 19, she started a business consulting others on how to tidy their spaces. Her whole philosophy is that you shouldn’t be looking at your items for what to throw away, but rather focusing on what “sparks joy.” Kondo has used this method to inspire millions of people to live a more thoughtful, streamlined, joy-centered life through her books, show, and line of organizational home goods. Parade Pick: The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing, $16.99
Ink + Porcelain
Ink + Porcelain is an online destination for thoughtfully curated home goods from international artisans as well as a design studio in the Bay Area. Founded by nurse turned designer Cindy Ngo who discovered her knack for interior styling while decorating her new space in Oakland, the digital hub features blog posts highlighting talented women artists. In Cindy’s Edit, shoppers will find a collection of objects, textiles, furniture and homewares all sourced for their sustainability and style, plus small batch collections of Ink + Porcelain homewares. Parade Pick: Raffia Coasters - Chia, $40
Material
Material provides simple, high-quality, stylish kitchenware for people who love nothing more than to bring people together over delicious food. Co-Founders and friends Eunice and Dave built the brand with an intention to honor their Korean and Vietnamese traditions of shared family meals. In addition to creating a line of products to bring you from food prep to tasty dinner to storing leftovers, Material supports organizations addressing food insecurity and marginalized groups. Parade Pick: The Open Bowl, $80
The Sill
You can buy most things online these days, but curated plant selections shipped straight to your door feels almost too good to be true. Founder Eliza Blank started the online plant delivery business back in 2012, with a mission to make plant ownership more accessible and easy to understand. Spending time taking care of plants is a way to spend a little time creating space for yourself, so while they might be aesthetically pleasing, they’re also meant to help create a more balanced way of living. With house plant ownership hitting new peaks, it’s no surprise The Sill has grown to service several major cities including Los Angeles, San Francisco, New York and Chicago, with locations offering in-store workshops. Parade Pick: The Pet-Friendly Bundle, $55
Silk and Sonder
At subscription-based journaling company Silk and Sonder, customers unlock so much more than a place to write. Founder Meha is seeking to renegotiate her relationship to work after her first career in software engineering made her feel emotionally run down and anxious. Looking for ways to cope that felt accessible to her, Meha created a method of journaling that was a game changer. A Silk + Sonder subscription gets you not only innovatively designed journals delivered on a monthly basis, but access to a mobile app, peer-support networks, and events (both IRL and virtual). Parade Pick: Quarterly Subscription, $54
Yui Brooklyn
Yui Brooklyn is the namesake candle label making a big splash in the home decor space. Yui moved from her home in Japan to New York with her husband in 2016, and while she loved being at the center of so much creativity and talent, she understandably missed many aspects of her previous life like her family and old career. In an attempt to add an extra bit of needed joy to her life, she began looking around her new city for all things “Kawaii” (Japanese for cute) and used that as inspiration to build her candle lab. Parade Pick: 3 Piece Fruit Candle Pack, $49
