24 Asian-Owned Beauty Brands You Need to Know About
When you think of Asian-owned beauty brands, your first thought might center around ultra-hydrating night creams and best-selling sheet masks. And while it’s true many companies sell these beauty must-haves, there are so many more that are creating groundbreaking products across all categories of the industry.
Here, we compiled a list of the best beauty products from Asian-owned brands, whether they were reviewed by The Good Housekeeping Institute’s Beauty Lab experts, beloved by GH staffers or constantly raved about and searched for online. No matter if you’re looking for a new face spray to elevate your skincare game or you’re in the market for an eyeliner that lasts, you’ll find something on this list for you.
And although some of these are international products, note that you can still shop all these them from your phone, as they’re sold from major retailers like Sephora, Ulta and K-beauty site Soko Glam. You’ll also find more diverse makeup brands, including Indian-owned Live Tinted, Pakistani-owned lip care brand CTZN Cosmetics and brands founded by celebrity beauty names like Vietnamese makeup artist Patrick Ta, Indian beauty influencer Deepika Mutyala and Filipino YouTuber Patrick Starrr.
1. HYDRATING FACE MASK
MOISTURE BOUND Sleeping Recovery Mask
AmorePacific was founded by Korean businessman Sung-Hwan Suh, who wanted to share the benefits of green tea with the rest of the world. If your skin needs an extra boost of hydration, GH Beauty Lab experts found that this overnight Korean face mask increased skin hydration by 49% in testing. It has a silky, gel-like texture that quickly sinks into the skin.
2. BELOVED ANTI-AGING CREAM
Vital Perfection Uplifting and Firming Cream Enriched
Fun fact: Shiseido’s legacy traces back to over 140 years ago, when it was first known as Japan’s first Western-style pharmacy. Senior chemist Sabina Wizemann says she loves using this rich, Japanese anti-aging cream on her skin day and night because “It smells nice, feels luxurious on the skin and keeps it bouncy and tighter.”
3. STELLAR HIGHLIGHT
Indian beauty influencer Deepica Mutyala started Live Tinted as a statement to change beauty standards, like with this shimmery best-seller. Simply rub this rose gold serum-like highlight over your face makeup or on your body for a literally lit look.
4. K-BEAUTY SUPER CLEANSER
Living Cleansing Balm
Soko Glam is the go-to place for discovering K-beauty products you can’t find anywhere else. This award-winning Korean cleansing balmquickly melts oil-based dirt and makeup away, making it a great first step to your nightly skincare routine.
5. EXFOLIATING WASHCLOTH
PINK MOON CO
Chinese American Lin Chen founded Pink Moon in 2017, aiming to build a “better beauty industry,” as she’s passionate about sustainable and clean beauty. For instance, this Japanese multi-purpose, double-sided plush and terry
cloth can be used to gently exfoliate your skin or pat your skin dry after washing your face.
6. SOOTHING SERUM FOR REDNESS
Green Tea Seed Intensive Hydrating Serum
Korean brand Innisfree is known for sourcing only natural ingredients in their products. Online reviewers and GH staffers gave this hydrating serum a high rating for soothing red skin and irritation with continued use. It uses Korean Jeju green tea tomoisturize and protect the skin.
7. BEST-SELLING PIMPLE PATCHES SET
Acne Pimple Master Patch
COSRX is a best-selling K-beauty brand that’s very popular not only in Korea, but around the world. Need to get rid of a pimple in a pinch? These $8 K-Beauty acne stickers use hydrocolloid to allow pimples to heal and stay protected from excess bacteria and dirt — reviewers report seeing results in as little as a day.
8. MOISTURIZING TONER
Aloe Witch Toner
Founded in 2013 by Filipina sisters Jonalyn and Aileen Sison, Skin Potions was created to help girls who struggle with teenage acne.
Packed with witch hazel water, aloe vera gel and essential oils, this product can be used as a toner, moisturizer and serum in one. The brand claims to make the skin appear smoother and brighter.
9. GREAT FACE WASH
Inner Clarity Cleanser
STRANGE BIRD BEAUTY
Strange Bird Beauty is just one of Chinese American founder Tina Rudolf’s many passions (aside from art and mental health). Shorten your skincare routine with this 3-in-1 face wash, which acts as a cleanser, exfoliator and mask. It uses Kaolin clay, jojoba oil and Goji berry to hydrate and refine the texture of your skin.
10. MESMERIZING LIP COLOR
Matte Liquid Lip Paint
One concern with matte lip colors is dryness, but Filipina brand Paint Cosmetics uses moisturizing ingredients to keep lips smooth for hours. These lip paints also come in berry, nude and darker colors.
11. FLEXIBLE BROW WAX
Major Brow Shaping Wax
Vietnamese American celebrity makeup artist Patrick Ta is famous for his unconventional makeup looks, and now he’s known for his quality makeup line. This brow wax offers a strong hold without making the eyebrow hair stiff or crunchy.
12. UNIVERSAL POWDER
Ultimate Blurring Setting Powder
ONE/SIZE BY PATRICK STARRR
Filipino American beauty influencer Patrick Starrr came out with his makeup line, One Size in 2020. It features lashes, makeup primers and this face powder, which claims to produce a silky-smooth texture on the skin.
13. FACE WASH FOR DRY SKIN
The Deep Cleanse
Tatcha was actually the baby product of Asian American Victoria Tsai’s trip to Kyoto, where she found a more holistic approach to beauty. “This cleanser gently exfoliates, but I really love how non-drying the formula is,” says GH beauty assistant Katie Berohn, who uses this product for her dry skin. It uses Japanese luffa fruit, which gently exfoliates your skin as it cleanses.
14. POPULAR INDIAN HAIR OIL
Amla Hair Oil
Dabur is a top-leading herbal company in India. Their hair oil is a top-searched item on the internet, claiming to promote length and strength with Amla, or Indian gooseberry. It’s also a top-rated item on Amazon, where reviewers report seeing less frizz with use.
15. SOOTHING FACIAL SPRAY
Save. Our. Skin Daily Rescue
Tower 28 was created by Chinese American Amy Liu. Made up of just three ingredients, her facial mistcan be used to soothe and smooth out irritated skin and protect the skin from everyday stressors or pollution.
16. SUPER SMOOTH LIP COLOR
Lip Cushion Tinted Lip Luminizer
This lip cushion is Vietnamese American founder and beauty influencer Michelle Phan’s favorite product of her collection. “It gives your lips a beautiful, hydrated, healthy glow but it’s perfect as a base to any lipstick or liquid lipstick,” she says.
17. FOR THAT PERFECT WINGED EYELINER
Koji Liquid Eyeliner
Dolly Wink was made popular by Japanese singer and model Tsubasa Masuwaka. This particular eyeliner has been raved about for years in the beauty community, because it delivers a rich, dark ink and strong staying power.
18. LIGHTWEIGHT SUNSCREEN
Founder Priscilla Tsai left her Wall Street job to start her own clean beauty brand company. One of her best-selling products includes this mineral-based sunscreen, which uses reef-safe zinc oxide and microalgae to protect the skin against sun rays, blue light and pollution damage.
19. A MUST-HAVE COLLAGEN CREAM
Moistfull Collagen Emulsion
Etude House is a popular brand that took over the YouTube beauty community at one point with their adorably packaged cosmetics and skincare. Their ever-popular emulsion has a large concentration of hydrolyzed collagen that adds moisture and nutrients to the skin.
20. CLARIFYING CLEANSER FOR OILY SKIN
Power Calm Hydrating Gel Cleanser
PEACH & LILY
If you’re familiar with K-beauty skincare, you might’ve already heard about Peach & Lily, a brand formulated by Korean esthetician Alicia Yoon, who suffered from eczema growing up. This cleanser uses soothing chamomile and camellia that foams up to gently clean your skin, even down to the pores.
21. POPULAR ACNE OIL
Meltdown Acne Oil
South Asian sisters Bunny and Taranare two daughters of immigrant parents who built Blume, a beauty and menstruation brand. Their popular acne oil can be applied to spots and blemishes at night for clearer skin in the morning.
22. VERSATILE FACE MASK
Watermelon Glow Sleeping Mask
Glow Recipe is a Shark Tank success story, founded by friends Sarah Lee and Christine Chang.Dermatologist Stacy Chimento, M.D., says she’s a fan of this fruity face mask because it hydrates the skin with hyaluronic acid and gently exfoliates with alpha-hydroxy acids for a smoother and brighter appearance.
23. J-BEAUTY FAVORITE
Ceramide Moisture Milk
SEISO J BEAUTY
Owned by the Japanese company, Rohto Pharmaceutical, Seiso J Beauty’s mission is to make bare skin beautiful. It’s a bit pricey, but this luxurious product is inspired by milky lotions that are commonly used by Japanese women. This moisture milk uses fermented Koji to help lock in moisture and reduce inflammation
24. POWERFUL LIPSTICK AND GLOSS DUO
Nudiversal Shade 21: New York City
Pakistani-brand CTZN Cosmetics was founded by three sisters, Aleena, Aleezeh and Naseeha Khan who were born in the U.S. and raised in the U.A.E. Their line offers lip balms and lip color, like this Nudiversal lip shade. It comes with a matte lipstick on one end and a hydrating lip gloss on the other. The lipsticks come in 25 different shades.