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May is here, which means it’s time to celebrate our Asian American and Pacific Islander communities with AAPI Month. One of the best ways to celebrate AAPI Month is by supporting Asian and Pacific Islander-owned companies. There are thousands of such brands — both new and old — that are worthy of our hard-earned dough, no matter the time of year.
“There have been several instances throughout my career where I’ve felt that others weren’t perceptive to my voice, or the voices of my Asian clients,” Lin Chen, CEO and founder of Pink Moon, told Rolling Stone in 2021. As she was starting her business, Chen encountered some saddening realities about how little Asian women (and other women of color) are represented in the business side of the beauty industry. “Truthfully, learning those facts only fueled my desire and made me dream bigger.” While AAPI women are one of the fastest-growing demographics of entrepreneurs, funding remains one of the biggest challenges for AAPI business owners. CNBC reported that while there are dozens of professional networks available to the community, “‘very few’ provide the capital they need to grow and sustain their businesses in the long term.”
Chen says that beauty rituals had helped her tremendously on her healing journey from a bad breakup, and she wanted to share that special form of self-care — this led to the release of their best-selling Rose Quartz Gua Sha Facial Tool. “Eventually, it became apparent that I needed to help others who were just as passionate about the power of beauty rituals. I want Pink Moon to become a space of empowerment and representation.”
From everyday pantry staples to fashion and beauty essentials, there are plenty of ways to support Asian-owned brands. Here are some of the best AAPI-owned brands that stood out to us, as well as a list of others you should shop this May (or any time of the year, really).
Cadence
If you’ve ever found yourself with an overflowing toiletry bag every time you travel, Cadence has a solution for you. Completely stackable and magnetic, these will hold your essentials from shampoos, pills, and even jewelry. Founder Steph Hon travelled a lot for her career and found it hard to take her routine with her, so she created a thoughtful and sustainable packing system for people on the go.
Alterre
Step into interchangeable shoes with Alterre, where you’re essentially getting a 2-in-1 value due to its premise of removable straps. You can choose to switch it up the way you like, whether you’re attending a formal event or walking into business meetings. Co-founder Shilpa Iyengar wanted to create stylish, comfortable, and sustainable footwear when the business launched in 2015. They want to empower women by giving back 5% of their profits to Restore NYC, a non-profit that provides long-term rehabilitation to sex-trafficking victims in New York.
Dagne Dover
Once you see a neoprene duffel or backpack while walking on the street or during a subway commute, you can almost be certain it’s a Dagne Dover. They popularized the use of this material in daily carry essentials, from organizers to totes, and now even luggage. Co-owners Deepa Gandhi and Melissa Shin Mash wanted to create bags that are eco-conscious, design-forward, and functional for everyday life. They have a resale program called Almost Vintage, and donate excess inventory and returns to charities like Shelter Partnership of Los Angeles.
Soft Services
Rebecca Zhou founded Soft Services in 2021 to highlight skin treatment beyond the face, and focuses on body care. Before launching her business, she led strategy for brands like Reformation, Glossier, Khaite, and more. Soft Services offers products that include treatment-focused, clinically proven ingredients to target concerns like keratosis pilaris, body acne, hyperpigmentation, and ingrown hairs.
Ettitude
Back in 2006, co-owner Phoebe Yu, who had a background in textile supply chains, couldn’t find comfortable, cooling, and sustainable bedding that suited her needs. This fueled the start of Ettitude. Their selection of luxury bedding promises a restful night with sheets made out of patented 100% CleanBamboo® Lyocell material that creates a breathable, moisture-wicking, and hypoallergenic fabric ideal for hot sleepers.
The Sill
Filipina-American founder Eliza Blanks moved into her first adult apartment almost 15 years ago, which, according to her, felt bleak and made her homesick. Her immigrant mother, who kept with her roots by gardening, encouraged her to get some houseplants, which resulted in The Sill. The brand offers indoor and outdoor plants with comprehensive care instructions for each, so you are bound to find a match within every expertise level.
Osulloc
Cultivated from the fields of Jeju Island, Osulloc offers premium quality tea with distinct flavors from pure green tea to unique varieties like camellia flower to marron glace. They also offer a sophisticated “tea book” packaging with every order, so this is an amazing option to gift a loved one or yourself to elevate your daily tea time experience.
Birthdate.Co
You know you’re a Sagittarius, but what does that actually mean? Birthdate.co takes an even deeper approach to one’s astrological journey, where founder Ajay Mehta took the growing horoscope ‘trend’ among the young generation and created a place where people can express that interest more profoundly— through personalized candles, books, and accessories that give you a deeper insight into your psyche based on the day you were born.
De:Part Denim
Recently launched denim brand De:Part is based in LA, founded by Christina Choi, wanted to continue the inclusivity movement with jean sizes ranging from 00-24W and tees from XS-3XL. The brand wants to create a contemporary fashion label for everyone, to defy societal standards of what style should be, and instill confidence in women, saying “It’s not about you fitting into fashion — fashion should fit you.”
Tiny Health
We’ve all heard the phrase “health is wealth” many times, and as you grow older, you realize there’s some truth to it. Tiny Health all started when Cheryl Sew Hoy’s first child struggled with health issues that led to her intensive research on gut microbiomes. They offer testing for babies, children, and adults as well. They mail you an at-home testing kit and provide comprehensive gut health insights by identifying imbalances that affect your overall immune system. They will also give you a customized plan afterwards, including diet, lifestyle, and supplement intake based on your results.
AAPI-Owned Travel and Wellness Brands
AAPI-Owned Clothing and Accessories Brands
AAPI-Owned Beauty and Skincare Brands
AAPI-Owned Home and Kitchen Brands
AAPI-Owned Food and Beverage Brands