27 AAPI Brands To Shop This Month And Beyond

When founder Francesca Chan moved from Hong Kong to Canada, she yearned for the familiar smells from her childhood. Recognizing the powerful connection between scent and memory, she created her own line of candles in 2020 inspired by nostalgic memories of Asian corner stores and life back in Hong Kong. With playful shapes like dumplings, Napa cabbage and Kawaii frogs and Asian-inspired scents like matcha, Hii-Chew grape candy and and boba milk tea—the line is a whimsical celebration of all things Asian.

When founder Lin Jiang moved from China to the United States, she missed the black sesame porridge she had fond memories of her mom making her as a kid. Looking to fill the void of Asian flavors in the cereal aisle, she created her own line of oatmeal with flavors like taro bubble tea and matcha latte, in addition to her beloved black sesame. Even more, she set out to create an oatmeal that was healthier than typical supermarket varieties, with less sugar and added ingredients like walnuts for omega-3s and black tea for energy. The oatmeal pouches and single-serve cups have been so popular, Yishi has since expanded to oat spreads and pancake and waffle mixes too.

Since her early teens, founder Sachi Singh has struggled with hormonal disorders. After 15 years of using birth control as her main treatment, an Ayurvedic doctor advised her to treat the cause rather than the symptoms. This is when she discovered the power of seaweed, which is rich in iodine—an essential nutrient for proper thyroid function and overall hormonal balance—and essential minerals like calcium and magnesium to help support healthy bones during perimenopause and menopause. So she created her own sweet seaweed bites containing over 40 macro and micronutrients designed to support hormone balance. With a background in climate change, Singh is also using Rootless to promote the environmental benefits of seaweed, a crop that requires zero inputs and regenerates the planet by absorbing carbon from the surrounding water and air.

Founded by Vietnamese American Nhu Le, Finding Ferdinand is empowering people to better express themselves by having more freedom when choosing their shades of makeup. Rather than be limited to a few set colors, Finding Ferdinand allows you to create your own custom color, either by uploading your own colors or using the online tools to mix your own shade. Witnessing her mother overcome cancer twice, Le cares deeply about clean beauty and has subsequently made Finding Ferdinand a cruelty-free, clean beauty company committed to non-toxic ingredients packaged in recyclable materials. Subtle AAPI nods are seen throughout the collection with shade names like Lucky Cat and the use of models of various Asian descents.

When Korean American founder Grace Na saw a gap in the denim market for luxury denim products at affordable prices, she decided to fill the void with her own line of premium denim. Offering a wide range of styles, fits and colors—from wide leg crops to relaxed girlfriend jeans—everything is high quality without ever exceeding a price point of $200. In the 10 years since launching, the brand has expanded beyond jeans to everyday wear and is now available at nearly 1000 stores globally. Their Barbie-pink jumpsuit was even spotted on director Greta Gerwig last year.

An homage to the beloved cà phê sữa đá of Vietnam (Vietnamese iced coffee), this Vietnamese coffee company is bringing organic robusta coffee beans from organic farmers in Vietnam to the United States. Founder Sahra Nguyen’s parents were Vietnamese refugees who fled the country by boat after the Vietnam War, eventually settling in Boston, where Sahra was born. Today, she is on a mission to change coffee culture by promoting diversity and sustainability at every point of the supply chain—from the organic farms they source from in Vietnam to the small-batch roastery in Brooklyn. With endorsements from Drew Barrymore and a cult following, the coffee—which ranges from dark roast beans to ready-to-drink cold brew—speaks for itself.

As the daughter of a Korean mother and Japanese father, founder Phoebe Kunitomi has always been inspired by a minimalist lifestyle. Now she’s applying the philosophy of doing more with less to her own intimates bodywear brand, meant to inspire women to declutter their lives, beginning with their top drawer. The wide range of bras, underwear and socks are made with soft, stretchy fabrics that never show lines. Features like elastic-free bonded waistbands and cotton gussets make the period-proof undies functional without sacrificing comfort.

From the packaging inspired by Indian textiles to the chocolate infused with Indian flavors—everything about Madhu chocolate is a celebration of India. Named after co-founder Harshit Gupta’s mom, Madhu means “honey” or “sweet” in Hindi, and many of the flavors are inspired by the recipes and chai she used to make him as a kid. Cacao sourced from the Idukki Hills of Kerala India is roasted, flavored, tempered and wrapped all by hand, resulting in a delicious lineup of chocolate bars, with inspired flavors like coconut milk cashew, masala chai and cardamom.

Dr. Eunice Park is so passionate about learning the latest in Korean beauty, she makes an annual trip to South Korea to consult with top aesthetic physicians and manufacturers. From ancient rituals to the latest skincare innovations, Dr. Park is bringing the most effective Korean beauty practices to the United States with AIREM. Whether in-person at AIREM Aesthetic Spa & Plastic Surgery—the first Korean beauty-inspired medical spa in the country—or through her line of medical-grade products—AIREM Essentials—Dr. Park combines her medical expertise as a dual-board certified facial plastic surgeon with clinical research to offer a holistic approach to self-care and beauty. Whether you’re looking for a soothing post-procedure recovery gel or a plumping skin serum for that dewy glow, they’ve got a skincare solution for every need.

Before creating Potluck, Korean American founder Jen Arensault would go to grocery stores in the United States in search of Korean pantry staples like gochujang, only to be disappointed with the taste and quality. After years of getting her mom’s family to send her products from South Korea, she set out to bring her own homestyle condiments to the American market. Unlike typical mass produced Korean pantry items, Potluck’s gochujang and ssamjang are made in small batches in South Korea using traditional methods and contain no added preservatives or sugars, making them delicious and nutritious too.

After battling several health issues as a young adult, founder Julie Nguyen found changing her diet with the guidance of a naturopath doctor to be the cure. But working long hours in tech, she struggled to find time to meal prep or a meal kit service that met her needs. So she created her own, designed for time-starved people who want high quality ingredients packed with flavor. With weekly menus customizable to your needs and a vegan version of almost every meal, Methodology can accommodate a wide range of diets. From Korean-inspired gochujang grass-fed flank steak with sesame shoyu japchae to shredded pastured chicken breast pho with sweet potato noodles, Methodology’s menus are never boring. Optional add-ons include apple cider vinegar wellness shots and vegan protein truffles.

Born to Taiwanese immigrants and married into a Mexican family, founder Alice Lin Glover noticed a white space in the skincare market for effective products made specifically for women of color’s unique needs. So she left a career in brand strategy and design to create her own line of skincare designed for melanin-rich skin. From the Milk Marvel Dark Spot Serum which fades and prevents dark spots to the Dew Dream Hydrating Cleansing Balm made with licorice root, an enzyme needed to produce melanin in the skin—everything is vetted by women of color dermatologists and tested on skin of different shades. Beyond the targeted skincare line, EADEM is cultivating community through their digital platform by spotlighting the inspiring stories of women of color.

Growing up in Baltimore with parents who ran a takeout restaurant and convenience store, founder Ayeshah Abuelhiga found comfort in her Korean mom’s homecooked soul food. Her mom was Korean but her dad didn’t like Korean food, so her Korean mom would make fried chicken, gizzards and chitterlings. As she got older, she craved the soul food of her childhood but without all the cheap, processed ingredients, so she set out to create her own brand of biscuits, sandwiches and waffles free of additives and preservatives. What started as a pop-up restaurant serving clean, comfort food is now a nationwide brand you can find in over 6,000 stores and 3,000 Marriott Hotels across the United States.

Whenever Karen Danudjaja felt sick as a kid, her dad would make her a cup of Jamu, a traditional Indonesian turmeric elixir known for its immune-boosting benefits. But as an adult working a corporate job, she became overly reliant on caffeine to get her through the day. Noticing the negative effects on her digestion and anxiety, she began searching for alternatives and was inspired to start her own line of superfood lattes, inspired by the turmeric elixir of her childhood. Since launching in 2017, long before functional beverages became mainstream, the collection has expanded beyond turmeric and matcha lattes to include fun flavors like birthday cake and salted caramel, and functional mixes like lemon ginger and reishi hot cacao.

As a long-time eczema sufferer, founder Amy Liu decided to leave her 20-year career as a beauty executive helping build big-name brands like Smashbox and Kate Somerville to start her own line of products designed for sensitive skin. From tinted SPF moisturizer to cream bronzer to dewy highlighter, everything is vegan, free of common skin irritants and adheres to the National Eczema Association’s guidelines. With the brand’s rising success, Liu is using her platform to uplift others, spearheading the mentorship program Clean Beauty Summer School which supports the growth of BIPOC-owned small beauty brands.

Born from a long line of doctors, co-founder Ash grew up hearing stories about patients who struggled to change their diets to improve their health. The declining health of the global population combined with the pressing need for more sustainable agri-food solutions, inspired him and his partner to create a planet-friendly food and nutrition brand that delivers ready-to-eat, plant-forward meals to consumers doorsteps. What started as a juice pop-up in 2003 has since expanded to serve over 20 million planet-friendly meals across the United States. Designed by nutritionists, Thistle meals feature fresh vegetables, fruits, nuts, legumes and whole grains that nourish the body while also reducing your carbon footprint. From sunflower pesto bowls to black sesame cookies and cream overnight oats, their rotating menus prove eating for the planet can be delicious too.

Guided by the resilience she inherited from her parents who survived the Korean War, founder Hailee Lee started her own fashion company to prove that older Asian women can pursue their dreams. After 20 years working in the downtown L.A. fashion industry and 10 years in China, she realized style and quality transcends age and size. Her adult and preteen collections feature in-house designs and fabrics that last long past short-lived fashion trends. From Boho chic dresses to baby doll crochet tanks, and sizes ranging from small through 3XL, everything is designed to make women and girls feel more confident.

When co-founder Jiyoon Han’s parents migrated to the United States from South Korea in 2000, they opened their first coffee shop in New York City in 2008. Since then the mother Rachel and daughter Jiyoon, who both are certified Q Arabica Graders (a.k.a coffee sommeliers), have paired up to grow Bean & Bean to four locations with a line of DTC products to buy. Aiming to address the disparity of women in coffee—less than five percent of coffee farms are owned by women despite women making up more than 70% of the coffee labor force—the mother-daughter duo sources more than half of their coffee from women-led coffee farms. Their fair trade, organic-certified coffee comes in a wide range of roasts like Queens, a medium blend named after the inspiring female producers who are bridging the gender gap in coffee.

Witnessing the benefits of Traditional Chinese Medicine (TCM) while growing up, co-founders Kai Lim and David Yu sought out to create gummy versions of the TCM herbs they know and love. So they partnered with a fifth-generation Taiwanese family company with over a century of experience sourcing highest quality Chinese herbs. Each batch of herbs is tested for heavy metals, pesticides and chemicals before extraction, making them highly potent. You’ll find popular ingredients like reishi mushroom, known for anti-aging and immune support, and ginseng, beloved for boosting energy, as well as lesser known ones like jujube, a seed used throughout Asia for centuries for its calming effect.

Inspired by the Japanese mantra “mono no aware,” which means the appreciation of the beauty found in fleeting moments, Monos is a line of luggage, travel bagels, clothing and accessories for the traveller who believes less is more. Founded by Victor Tam, Hubert Chan and Daniel Shin in 2018, the Canadian brand doesn’t overlook the details, while offering affordable prices without sacrificing quality. From the Algarve collection of timeless linens to versatile belt bags to sleek carry-on suitcases made of vegan leather, they’ve got the modern traveller covered.

Lin Chen’s personal journey incorporating reiki, Traditional Chinese Medicine (TCM), aromatherapy and astrology into her daily rituals inspired her to create an entire beauty brand around holistic self-care. With skincare products named after the natural elements and astrological signs, each product is meant to inspire self-love through self-care rituals at home. From gua sha sets to 4-in-1 oils to crystal-infused perfume oil, everything is vegan, eco-conscious and a portion of each sale goes to their charity partners.

At 22-years-old, Korean American co-founder Eugene Kang dropped out of college and took a gamble on a small roadside artisan jerky stand he stumbled upon on his way to the Grand Canyon. Partnering with his aunt Susan Kang, the two have catapulted Country Archer Provisions to become one of the fastest growing meat snack brands in the country. Made in small batches using organic ingredients and 100% grass-fed beef and cage-free turkey, their jerky nourishes not only the body, but the planet too, as the company is committed to reducing their carbon footprint. The collection of nitrite, nitrate and preservative-free sticks come in fun flavors like teriyaki, mango habanero, and spicy sesame garlic.

At 21-years-old, Shanghai- born New Yorker Anney Norton started her own line of photogenic cupcakes—A Cuter Cupcake—and found immediate success, collaborating with brands like Miu Miu, Prada and SoulCycle. During the pandemic, when she found herself bored with the generic teas offered in the grocery store, she decided to experiment making her own at home. The creativity she found in the kitchen impelled her to create Dream Tea NYC, a line of organic, customizable tea blends. With 14 ingredients and three bases (black, green and chamomile), Dream Tea offers over 650 tea combinations for you to create your ideal blend using their online quiz. Each handcrafted blend is packaged in a colorful tin with your own customized label and stays fresh for up to 18 months.

Founded by Vietnamese immigrants Thảo Bùi and Duy Võ in 2022, Vân Vân is using their single-origin Vietnamese herbs to expand American conceptions of Vietnamese food beyond bánh mì and pho. From lemongrass sourced from the Mekong Delta in the south to garlic from the Northern Mountains to coastal purple shallot grown in the hot an sunny climate of Phan Rang, the lineup will take your palate on a journey through the diverse environments of Vietnam. All you have to do is soak the herbs in water to rehydrate them and they’re a versatile ingredient that can be added to everything from salads to marinades.

After a finance career on Wall Street, founder Shizu Okusa wanted to get back to her Japanese roots in search of a more balanced lifestyle. Combining holistic health traditions she grew up with and new ones she discovered in her research on herbal medicine, she created her own natural pharmacy of plant-based remedies. While there are now many herbal nutrition brands in the wellness space, what sets Apothékary apart is their rigorous research. Not only are their medicinal herbs selected based on peer-reviewed studies, every product is analyzed using a test group for 30-days and with ongoing feedback from users. Popular picks include the Claim to Fame which reduced post-meal bloat in 73% of study participants and Blue Me Away, an energizing latte mix that 84% of participants report causes less brain fog than their usual caffeinated beverage.

Founders and siblings Capella and Antares Yee grew up witnessing their mom make furniture using Chinese joinery—the declining traditional art form of constructing furniture without nails and screws—she learned from a master in Beijing over 30 years ago. What began as a small workshop slowly expanded, working with different materials and inventing new tools for joinery work. Today, their online shop of soothing, aesthetically pleasing furniture spans from chairs to tables to couches—all made using high quality materials and traditional Chinese joinery techniques. By preserving and celebrating this historic craft from the Ming Dynasty era, Sun at Six is working to counter ‘Made in China’ stereotypes and showcase Chinese craftsmanship.

When Kyohei Sugimoto came to the United States from Japan, he struggled to find the tea he loved back home, where his family’s tea company Sugimoto Seicha had been producing handmade tea since 1946. So in 2004, Sugimoto brought his family’s Japanese tea company to the United States. The 80-year-old business continues to thrive for their high-quality, antioxidant-rich tea sourced directly from farms in Japan. Whether you prefer loose leaf or sachets; matcha, sencha or hojicha, they’ve got a tea for very taste.