Asian American and Pacific Islander Heritage Month may almost be over, it’s always important to support AAPI beauty brands and recognize the impact they have had. Just take a long look at your beauty routine. Chances are, there’s something that you use that is either from an Asian beauty brand or at least was inspired by Asian beauty rituals or ingredients. Whether it’s sheet masks, snail mucin, essence, or glass skin, the effect Asian beauty has had on the industry is undeniable.
The good thing is, you don’t have to go far to pick up your favorite K-beauty skin care product or try a new nail polish from an AAPI beauty founder. Target has a ton of AAPI brands in its beauty category, from plant-based skin care to luxe, designer-made lipstick. (As if you needed another reason to go on a Target run).
Keep scrolling to learn about 15 AAPI-owned beauty brands that available to shop now at Target.
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Some of our favorite AAPI-owned brands to shop at Target
Sweet Chef Beet + Retinol Serum Shot — $20.00
Sweet Chef, which was started by Sarah Lee and Christine Chang of Glow Recipe, is inspired by “all things natural, healthy, and fresh-pressed,” which is why the products are formulated with veggies and vitamins that are great for the skin. You can’t go wrong with any Sweet Chef products, but we especially love the Beet + Retinol Serum Shot, thanks to its vitamin A-infused formula that clears pores and leaves skin super smooth.
Rael Daily Detox — $24.00
Personal care brand Rael, which was started by three women originally from Korea, is based upon the idea that people with periods should have access to clean, non-toxic products. The brand also makes skin care, such as this deep-cleansing face wash, the Daily Detox, which gently washes away dirt, excess oil, and everyday pollution. It has nourishing ingredients like olive oil and chinaberry extract that work overtime to neutralize free radicals.
Everyday Humans Resting Beach Face Sunscreen Serum — $24.00
Charlotte Chen Pienaar founded Everyday Humans, an eco-friendly, natural skin-care brand, to encourage people to get their sun protection on. Resting Beach Face gets our stamp of approval thanks to its ability to protect skin from UV rays without leaving a white cast behind. It absorbs quickly and never feels heavy when applies. Plus? It leaves behind a dewy glow you can wear all summer long (thanks to ingredients like the hydrating hyaluronic acid and inflammation-fighting green tea).
Shiseido Deep Cleansing Foam — $36.00
The legendary Shiseido, which is one of the longest-running beauty brands (it launched in 1872), is inspired by centuries-old beauty rituals and practices. It uses traditional Japanese ingredients for many of its products, such as this cleansing foam, which contains Peony Root Extract, Rice Germ Oil, and Kirishima Mineral Spring Water. This cleanser is especially ideal for those with oily or acne-prone skin, as it gently washes away all the gunk that clogs pores and leaves skin smooth and soft.
Jason Wu Beauty Hot Fluff Lipstick — $12.00
The Taiwanese-Canadian fashion designer launched his eponymous cosmetics line in 2021, as a way to bring high quality, vegan, and cruelty-free makeup at an accessible price point. One of our favorites is Hot Fluff lipstick, which is an easy-to-apply matte lipstick that feels more like your lips than lipstick—and every shade is crafted to be flattering on all ski tones. You can also use Hot Fluff as a blush!
Cocokind Probiotic Acne Serum 1.5% BHA — $18.00
Priscilla Tsai was inspired to launch her skincare brand Cocokind after dealing with cystic acne. Products, like this acne serum, were created with sensitive skin-friendly formulas that are still powerful enough to combat skin issues.
Naturium Multi-Peptide Eye Cream — $16.00
Longtime beauty Youtuber and influencer Susan Yara co-founded this skin-care brand, which is focused on the intersection between plant-based formulas and scientific innovation. We love the multi-peptide eye cream for its brightening powers (dark circles, watch out!). The formula helps smooth over fine lines and promotes collagen production, making skin feel more plump and elastic.
Peach & Lily Glass Skin Refining Serum, $19-$39
We have founder Alicia Yoon to thank for the concept of glass skin, which is all about having a clear, hydrated, and healthy complexion. This particular serum was known to frequently sell out when it first launched.
Eczema Honey Soothing Facial Cream — $20.00
Founder Minesh Patel brought relief to eczema sufferers with his skin-care brand, Eczema Honey. It’s formulated with high-quality ingredients that are gentle yet effective for people with sensitive skin issues. This facial cream has soothing colloidal oatmeal (which hydrates and calms down irritated skin), rosehip seed oil and honey (these infuse moisture and protect the skin’s barrier), and blueberry, kelp, and green tea extract (all antioxidants that help keep skin stay hydrated and inflammation-free).
Hero Cosmetics Clear Collective Exfoliating Jelly Cleanser — $13.00
When Ju Rhyu was living in Korea, she discovered that people there would use small hydrocolloid bandages to treat breakouts. She brought her idea of the pimple patch to the US, and Hero Cosmetics was born. Now, the brand has expanded to other skin-care products, including this jelly cleanser, which fights blemishes with exfoliators (AHAs, BHA, PHA) and superfruit enzymes, and leaves skin brighter than ever.
Avatara Watermellow Hydrating Mask — $3.00
Avatara, which was founded by Linda Wang, is all about skin care being fun, accessible, and easy to do. These sheet masks are super affordable, and a great way to pamper your skin after a long day.
House of lashes Pixie Mini False Eyelashes — $12.00
Jenn Chiba was disappointed by the lack of high quality false lashes that were affordable, too, so she launched her own lash brand. Not only is the brand innovative and accessible when it comes to price point, but it’s also inclusive. Whether you have hooded lids, monolids, deep set, or almond-shaped eyes, you’ll be able to find a set for you.
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