You Can Thank These AAPI Founders For 35 Of Your Favorite Beauty Brands

Asian American and Pacific Islanders have long faced significant discrimination, and ever since the COVID-19 pandemic, it has only gotten worse. An unbelievable 49% of AAPI respondents claimed they had experienced discrimination or unfair treatment that's considered illegal in the U.S. During Asian American and Pacific Islander Heritage Month, we're using this opportunity to appreciate the AAPI founders who are the real heroes behind the incredible beauty brands we can't stop obsessing over. Trust us, we owe them more than just a thank you note — we should probably build statues in their honor. These visionary trailblazers are the ones who dared to dream big, challenge the status quo, and create beauty empires that have us all feeling like absolute queens.

First things first, can we talk about their innovation game? These AAPI founders are like wizards, conjuring up products that make us feel like we're living in a beauty fairytale. They've taken traditional ingredients and historical secrets, mixed them with a sprinkle of modern science, and voila! They've crafted potions, elixirs, and products that work wonders on our skin. Seriously, their creativity knows no bounds, and we're forever grateful for their genius.

These AAPI founders have made it their mission to ensure that beauty is not just skin deep. They're on a mission to empower, uplift, and celebrate everyone's diverse beauty. They've shown us that beauty isn't about looking flawless; it's about feeling fierce, confident, and unapologetically ourselves while making sure feel like we can conquer the world with a single flick of mascara. The next time you swipe on that luxurious AAPI-owned lipstick or indulge in a skincare routine that leaves you glowing like a goddess, remember to raise a glass (or a makeup brush) to these visionary founders.

The inception of Tatcha is both a bit simple and magical. According to their website, Vicky Tsai claims she made a life-changing decision on a rogue, 2009 morning: she chose happiness. After 10 years of working in the corporate world, she suffered from acute dermatitis, which meant daily doses of steroids and antibiotics. This enforced her disillusionment with the 9-5 corporate grind. But, during what she considers a serendipitous trip to Kyoto, Japan, she experienced profound healing which laid the foundation for Tatcha. 

At one point, Vicky was told there was no market in the U.S. for Japanese skincare. In an interview with MEMO, she explained, "When Tatcha first started, there were a couple of Japanese brands, but they really hadn't broken through in the US, so people said, 'Don't do Asian skincare; it's not aspirational here'. But my advice is to have a strong point of view and stick to it!"

Glow Recipe was co-founded by Christine Chang and Sarah Lee in 2014; they originally started importing K-beauty products from Seoul before starting their own skincare line 3 years later. The brand combines a passion for K-beauty with its mission to bring out your skin's natural radiance. With a dash of Korean innovation and a sprinkle of fruit-powered goodness, their products are like a juicy, refreshing treat for your skin. The Watermelon Glow Niacinamide Dew Drops recently won the Allure Readers' Choice Awards 2023.

Christine and Sarah support other AAPI-owned beauty brands on Instagram, sharing a post every May with their favorites. On The Glow Edit blog, Christine wrote about a February 2021 incident in which a stranger screamed "Go back to China! Chinese virus!" at her and her family. She told CNBC, "We're fortunate to have a platform that's large enough where we can help raise awareness for these important issues. I think our community appreciates that when hate crimes are on the rise for example, we're not just going to talk about beauty products — these issues are top of mind for us, too."

Lanshin is the brainchild of Sandra Lanshin Chiu, an expert in Chinese medicine and holistic skincare. With her extensive knowledge and passion for healing, Sandra has created a brand that goes beyond superficial beauty, focusing on inner health and balance to achieve glowing skin.

What sets Lanshin Beauty apart is its unique approach to skincare. The brand believes that true beauty begins from within, and its products are designed to support the skin's natural healing process. By combining ancient Chinese medicine principles with modern science, Lanshin Beauty offers a range of holistic skincare tools and products that address the root causes of skin concerns.

In an interview with W Magazine, Sandra claimed her biggest professional pet peeve is "Cultural appropriation in the wellness and beauty worlds." She added, "The Western culture tends to think that it knows best and doesn't ask questions from a cultural perspective."

Founded by Sheena Iyer, Glomance launched its first three products in May 2022 under the guise of not making pretty packaging for social media or gaining millions of Instagram followers, but focusing on what goes into the products. Its small range of skincare items focuses on a few key ingredients, minimizing distractions and confusion which can often lead to a cabinet full of too many products that don't actually work.

In an interview with SHEN, Sheena claimed the best-selling product on the site was undeniably the FLTR18. serum. "It is a lightweight but ultra-nourishing oil, packed with unique ingredients like Spillanthes Acmella, a natural botox, and Bakuchiol, a natural alternative to retinol. It's so effective and luxurious," she said.

Charlotte Pienaar, who is originally from Hong Kong, founded Everyday Humans after watching the change from the excessive tanning trend of the 2000s to everyone becoming educated on sun protection, per Byrdie. She told the publication, "My upbringing — from America and Hong Kong to Australia and Singapore — can be compared to cross-pollination ... Because of my background and the places I've lived, I'm not really from anywhere, but as a human, I belong. We're all everyday humans."

The brand combines sun care and skin care for those who lead busy lives (and who doesn't these days?), making them multi-tasking superheroes. From a sunscreen serum to a reviving aloe mist, there's a reason they've become so popular on TikTok.

Hero is like a shining beacon of hope for anyone who battles pesky pimples with its original product, the Mighty Patch. Founded by Ju Rhyu in 2017, Hero began with the little hydrocolloid pimple patches that are like tiny shields swooping in to save the day. They work their wonders by absorbing all the gunk and reducing inflammation, giving you the power to face the world with a clear and glowing complexion.

Ju was interviewed by Three Ships for their #HerHustle series and claimed she came up with the idea when she experienced acne breakouts after moving to Seoul, South Korea for work. She said, "I used to use benzoyl peroxide or salicylic acid-based products but they would always turn my skin red, dry, and irritated. When I discovered acne patches in Korea, my first reaction was, 'Why didn't I know about these patches ten years ago?'"

Alicia Yoon, the founder of Peach & Lily, struggled with eczema her entire life, so she knows a thing or two about harsh products and that's the exact opposite of what her K-beauty brand is all about. Many brands use harsh active ingredients like retinol and acids which can be damaging to those with sensitive skin.

Back when K-beauty was not a mainstream trend yet, Alicia launched the brand after realizing that Korean skincare was not accessible in the U.S., per Popsugar UK. She's not a big fan of the fact that Asian and Korean beauty practices are being called trendy, telling the publication, "When it comes to certain things that come out of Asia, it is important for brands and content creators to give credit where it's due."

The Superegg brand is an exceptionally clean, minimalist brand with a simple aesthetic, yet powerful ingredients. Surprisingly, it's a vegan brand but is based around the egg itself — a staple in Asian culture and used in many traditional beauty rituals. The founder, Erica Choi, told Rose & Ivy that the brand is centered around a vegan egg with all the nutritional values of the real food.

She said, "Through our exploration of the egg's different components, we discovered that each part contains unique, essential vitamins, minerals, and proteins that are beneficial for the skin. This led us to develop Duplex® technology, an egg-duplicated complex expertly used in all of our advanced formulas."

Tower 28 is like that cool friend who effortlessly rocks the latest trends while staying true to her own unique style. With a fun and inclusive approach to beauty, this brand is all about celebrating real people and embracing your natural beauty.

So, what makes Tower 28 stand out from the crowd? First off, it's the first beauty brand that follows the National Eczema Association's ingredient guidelines. Its carefully curated lineup is free from toxins, irritants, and allergens, making it perfect for even the most sensitive skin.

Not only that, but the brand itself is all about inclusivity. The founder, Amy Liu, told Prose, "My mission is to create an inclusive and accessible beauty company designed for sensitive skin and made for all skin tones, skin types, budgets, and beauty philosophies — but one that's still *fun* and reflective of the healthy LA lifestyle I know and love."

KraveBeauty is the ultimate skincare brand that will have your skin saying, "Thank you, thank you, thank you!" The brand believes in simplicity, effectiveness, and, most importantly, having fun with your skincare routine. Forget about complicated 10-step regimens; KraveBeauty keeps it real and keeps it simple.

The product lineup is a dream come true for anyone who wants healthy, happy skin without all the fuss. From its cult-favorite Matcha Hemp Hydrating Cleanser to the oh-so-nourishing Great Barrier Relief, each product is carefully formulated to deliver ultimate skin-loving benefits. But what truly sets KraveBeauty apart is its philosophy of listening to your skin. KraveBeauty encourages you to become your own skincare expert and trust your skin's wisdom. It's all about embracing your skin's natural state and working with it rather than against it.

The founder and CEO Liah Yoo told the Earned podcast, "Your skin is naturally really smart, so respect your moisture barriers that you're already born with. That's the best thing that you can gift yourself, because no products can really outsmart natural, human biology to be honest. And skincare is not a drug either, it can only do so much in terms of changing someone's skin."

Founded by Vira and Alice Kim, Hanalei was created by the husband and wife duo after they fell in love with the island of Hawaii. From the luscious lip treatments to the heavenly body care products, each item is a delightful reminder of the natural wonders of the landscape. Its ingredients are carefully selected to bring out the best in your skin, like the nourishing kukui oil that leaves your skin feeling soft as silk.

But it's not just about the amazing products. Hanalei is also dedicated to being cruelty-free and giving back to the community. The brand is committed to supporting various charitable causes like Angel Face, and the Queens Cancer Center. So, while you're treating yourself, you're also making a positive impact in the world. It's a win-win!

As for the brand, Alice told Entreprenista, "At Hanalei Company, we create gentle, restorative skincare products, inspired by Hawaii's lush, tropical landscape and native botanicals, infusing everything we do with the spirit of Aloha."

Then I Met You is a renowned beauty brand that has taken the skincare world by storm. Founded by Charlotte Cho, a skincare expert and esthetician, the brand is all about self-care and the power of meaningful connections. With a focus on the Korean beauty philosophy, Then I Met You brings a unique and transformative experience to your skincare routine.

This brand goes beyond just products; it's a journey of self-discovery and embracing the art of taking care of your skin. Then I Met You believes that skincare is an opportunity to connect with yourself, slow down, and truly appreciate the process. It's about more than just achieving radiant skin — it's about nurturing your inner and outer beauty.

Charlotte told Cult Beauty, "I wanted to create a brand with meaning; one that has an emotional connection to my community. I launched Then I Met You at a turning point in my life. I realized I wanted to focus on the things that truly mattered to me. Because of that, the brand is based on the Korean concept of 'Jeong', which is the emotional bond you feel to the people, places, and things that matter most."

Born and raised in Toronto to parents from Kerala, South India, Sahajan founder Lisa Mattam started her skincare brand in 2015. Sahajan is like a beauty genie granting your skin's wishes with a sprinkle of ancient wisdom. Inspired by the rich traditions of Ayurveda, this brand brings together the best of nature and science to create products that nurture your skin and uplift your spirit.

Say goodbye to complicated skincare routines as each product is carefully crafted with high-quality, plant-based ingredients that have been used for centuries to promote radiant skin. From their nourishing face serums to their rejuvenating eye creams, Sahajan has your back (or should we say, your face!) every step of the way.

Lisa told The Quality Edit, "When I began Sahajan, I thought it was going to be a brand based on Indian tradition, but as I did more and more research, I realized Ayurveda is fully based on science ... It was a big turning point for me when I realized the things we put into our body for healing are just as good and important to put onto your body as well."

U Beauty is like that friend who knows exactly what you need, even before you do. This brand is all about simplifying your skincare routine without compromising on results. Say goodbye to a million different products cluttering up your bathroom counter and hello to streamlined perfection.

Tina Craig, founder and CEO of U Beauty, told Marie Claire that she uses that brand's Resurfacing Compound every morning as it's a miracle formula that replaces half of the products she previously used. She told the publication, "It visibly resurfaces your skin, refines pores, brightens tone, tightens texture, lightens fine lines, tones, and hydrates, all in a single step."

Cocokind is like that cool, down-to-earth friend who knows all the best beauty secrets. The brand is all about clean, conscious beauty that celebrates the power of real ingredients. But here's the best part: Cocokind is all about inclusivity and embracing your natural beauty 

It believes that everyone deserves access to effective skincare, regardless of their skin type or budget. The product lineup is affordable and versatile, making it a perfect fit for all the beauties out there. Founder Priscilla Tsai told Instyle, "I had so many people tell me in year one that I should charge way more for these products and that people aren't going to believe us at this price point. I knew that the clean category was going to grow very quickly, and that there was a place for more affordable options. I wanted to be able to reach more people."

Whether you're looking for a nourishing face oil, a refreshing toner, or a soothing mask, each product is carefully formulated with plant-based ingredients that your skin will love.

Founded by Vera Oh and Joseph Choi, Glowoasis is full of refreshing cleansers and rejuvenating serums made from a mix of natural and innovative ingredients leaving your face hydrated, plump, and glowing. In fact, it's committed to excluding over 2,100 harmful toxins that are bad for your skin, including Phthalates, and Sodium Lauryl Sulfate (which is used to eliminate dirt and oil but can cause an allergic reaction).

Vera Oh is a proud female owner of her company, but still feels there are so many things holding women back in business. She told Authority Magazine, "There are multiple obstacles holding women back from starting companies." She listed some of those as women being given fewer opportunities in the business world, and having to choose between working and starting a family.

Aavrani is more than just a skincare brand — it's a celebration of ancient beauty secrets combined with modern innovation. Inspired by the rich traditions of India, Aavrani brings you the best-kept secrets of generations past, delivering them in a way that fits seamlessly into your modern lifestyle. Its products are a blend of various ingredients and powerful botanicals, carefully curated to nourish your skin and elevate your beauty routine, from its exquisite cleansers that gently purify your skin to its luxurious face masks that leave you feeling refreshed and rejuvenated. One of the standout products from Aavrani is their Balance Restoring Serum; packed with nutrient-rich ingredients like Tea Tree Oil, Cucumber Extract, and Chamomile Flowers, it's a little bottle of magic that leaves you feeling radiant and supple.

Founder, Rooshy Roy coined the term "I-Beauty," according to InStyle, after identifying a gap in the market, but she had to make it her own. She told the publication that in the beginning, she had bottles covered in spices and henna designs as she thought that was the typical Indian experience, however, after some thought she realized it was time to accept her own modern Indian beauty. Rather than asking for others' approval, she went with what she wanted, which meant bright blue bottles and mangoes to represent her grandmother.

Michelle Ranavat launched Ranavat in 2017 as an Ayurvedic-inspired line that brings the richness and elegance of Indian royalty straight to your beauty routine. It takes inspiration from the opulent traditions of India, where beauty rituals have been revered for centuries. Ranavat believes in the power of nature to heal and nourish, which is why their products are formulated with the utmost care and attention to detail.

Michelle told DevsDay, "My personal philosophy in creating skincare is to focus on sourcing the best ingredients that have been used for thousands of years, but also processing them in a way that does not use chemicals or heat to create skincare that works ... If you take carrots for example — you can get frozen, canned, or fresh — and each of those will have a different nutritional content. It's really the same in skincare — process matters and fresh ingredients are just going to deliver better results and a more elevated experience."

Beia is not your average skincare line, in that they are made for the bedroom and sexual well-being. The vegan line is full of products that address all your concerns before, during, and after intimacy, according to the site. With products like Refreshing Wipes, and Body and Intimacy Serum, the brand is a celebration of authenticity and confidence. There was a major gap in the market for a line of luxurious products for people's most self-conscious issues during sex.

The found of Beia, Brittany Lo, told The Knockturnal, "One of the big factors in me creating Beia was experience [sic] all the societal taboo around sex. As a society we have been programmed to feel guilty experiencing pleasure or try to never talk about sex in everyday conversations because we feel awkward or uncomfortable discussing that topic."

YENSA is a skincare and makeup line inspired by Asian rituals, full of superfood ingredients based on a 2,000-year-old tradition known as "Sitting the Month" when a new mother rests after childbirth. Some of those superfoods include black tea, chia seeds, and black rice. The founder, Jennifer Yen, told VoyageLA that after working in television and wearing heavy makeup for 15 hours a day her skin was wrecked, which is what lead her to create her own line.

She told the publication that it wasn't always smooth sailing, revealing, "I believe there is beauty in failure because you have a chance to rebuild yourself. I chose to get back up after being knocked down. I made a promise to myself that on my way back up, I would use my influence for good and to help other women."

Emilie Heathe is known for incredibly stylish nail polishes with mirrored tops, and a unique, modern aesthetic. Sleek, minimalist, and effortlessly chic, the products are like little works of art focusing on natural ingredients like blueberries, sunflowers, and bamboo.

According to Cool Hunting, founder Emilie Heath Rudman based the brand on her superhero alter-ego which is a nod to her love of comic books. She told the outlet that she thinks of her brand as a series of, "elevated essentials, little luxuries." And, as for that uber-stylish packaging which she made in collaboration with Established, she said, "One of the ways I felt we could stand out was with our packaging. I wanted something high-touch, beautiful, very industrial, and something geometric."

According to Youth Foria founder Fiona Chan, the brand was inspired by the feeling of going to a music festival and feeling like you're at Disneyland. She told Byrdie, "A lot of our packaging is nostalgic, and it takes you back to what you would have liked as a kid. I wanted to create this fun, colorful universe and packaging."

If you're searching for a makeup brand that celebrates individuality, inclusivity, and youthful vibrancy, then Youth Foria is the name you need to know. This brand understands that makeup should enhance your features, not mask them. With their range of products, they aim to create a radiant and confident look that celebrates your unique qualities. From their lightweight foundations to their sheer lip tints, Youth Foria's products allow your natural beauty to shine through.

Velour's false lashes are the stuff dreams are made of, handmade with premium fibers. Crafted from fine faux mink and silk while also being cruelty-free, each pair is designed to last a long time; around 25-30 wears for most. Whether you want a subtle enhancement or a glamorous flutter, Velour has a lash style to suit every occasion. From flirty and wispy to bold and voluminous, these lashes will make your eyes pop and give you the confidence to conquer the world.

In a hilarious anecdote on Makeup.com, founder Mabel Lee revealed she tried to find the thinnest hair possible as she tried out various hair for false lashes, including neck hair, before eventually settling on mink. As for advice she had for other future female entrepreneurs, she said, "My biggest advice is to get ready to hustle and be willing to put your all into it. Don't expect others to do the job for you and put in the work to learn all aspects of your business. You'll also need to be willing to make sacrifices, especially at such a young age when all your friends are still out partying, dating, and enjoying life."

Fable & Mane is the haircare brand taking the beauty world by storm, embracing the power of ancient Ayurvedic rituals to transform hair from ordinary to extraordinary. Its carefully crafted formulas are infused with potent botanical ingredients that nourish and strengthen your tresses from root to tip. Whether you're dealing with dryness, frizz, or lackluster hair, this brand will have something for you. The HoliRoots Hair Oil is one of the best-sellers and its main ingredients are ashwagandha, dashmool, and castor oil.

Started by siblings Nikita and Akash Mehta, Fable & Mane launched at Sephora and sold out twice in a short amount of time. Nikita told Forbes, "I saw a whitespace in the market for something clean, cultural, and conscious using Ayurvedic beauty principles but in a modern way."

Sravya Adusumilli founded Mango People after feeling like she could never find a nude lipstick that matched her dark brown lips without making them look ashy. Thus, she created an inclusive makeup line that works for all skin tones and shades and is made from natural plant oils and pigments. So far, the line features three different products: A Multi-Stick, a highlighter, and a bronzer.

Sravya told VoyageLA, "The entire collection is made with high-quality natural and certified organic botanical oils in small batches to ensure premium quality and maintain freshness. The pigments are entirely extracted from fruits, vegetables, flowers, iron oxides, and clays. The products are also infused with a powerful blend of adaptogenic herbs that are known to protect the skin from external stressors and exhaustion."

Sundays was launched by Amy Ling Lin and while a manicure or pedicure has always been seen as pampering, she's taken the experience to a more mindful level. Sundays is a game-changer in the industry, redefining what it means to have a relaxing and rejuvenating experience. It offers a range of non-toxic, vegan, and cruelty-free nail polishes that prioritize the health and safety of your nails. Say goodbye to harsh chemicals and hello to vibrant and long-lasting colors that will make your nails shine.

The brand has created a unique spa-like experience with its signature services and products. The serene nail studios provide a tranquil environment, allowing you to unwind and escape from the hustle and bustle of daily life. During your manicure, you can listen to a guided meditation on headphones, and when you're done you can write yourself a letter to be mailed at a future date. Amy told InStyle, "I wanted to create a different experience that truly helps clients feel relaxed, instead of the quick in-and-out salon style. I suppose that's when the 'meditation manicure' was born."

When most people think of skincare they imagine a glowing serum, eye cream, or an exfoliating cleanser for the face but rarely take into account the rest of their body. That is where Soft Services comes in with products like a Daily Buffing Bar, a skin rehydrating gel, and a breakout treatment. The brand, founded by Glossier alums Annie Kreighbaum and Rebecca Zhou, provides information and guides for people with specific skincare concerns. For example, the Smoothing Set is great for bumps on the back of the arms and strawberry skin.

Rebecca told W Magazine, "The current body care space is dominated by fragrance-led products with little to no active ingredients, testing, or innovation for that matter. Body care has been trailing decades behind skincare. And consumers deserve better."

Ellis Brooklyn is a fragrance brand that embodies sophistication and elegance. This fragrance house has captured the essence of modern luxury, creating scents that are as captivating as they are conscious. Ellis Brooklyn offers a collection of beautifully crafted fragrances that are free from harmful ingredients such as parabens, phthalates, and sulfates. It prioritizes the use of sustainably sourced and natural ingredients, ensuring that the scents not only smell divine but are also gentle on your skin and the environment.

The founder, Bee Shapiro, told Very Good Light, "I absolutely love naturals but if we want to make a serious impact, we have to get down to what's actually happening when sourcing and what we can do to make that more efficient but also to keep building this palette of scent ingredients that are stunning."

Priyanka Ganjoo created Kulfi Beauty after feeling like there were so many South Asian beauty brands that didn't fully represent the culture. She told InStyle, "Kulfi is really colorful and comes in different flavors like mango and pistachio and have a texture. It really goes back to my personal journey of realizing that makeup can be carefree and fun. I feel like [the] name really embodies what we want to do with the brand."

Kulfi is named after South Asian ice cream and draws inspiration from the rich colors and traditions of the region, infusing them into high-quality cosmetics. From vivid eyeshadow palettes to bold lipsticks, each product is meticulously crafted to reflect the beauty and elegance of South Asian aesthetics.

What sets Kulfi Beauty apart is its commitment to inclusivity. The brand understands the importance of representation and offers a diverse range of shades that cater to a variety of skin tones. Whether you have fair, medium, or deep skin, Kulfi Beauty ensures that everyone can find their perfect match.

Marie Kouadio Amouzame and Alice Lin Glover met while working at Google, and bonded over the fact that they both experienced hyperpigmentation and couldn't find a suitable product to treat it, per Coveteur. In 2020, the first product launched by their brand Eadem was the Milk Marvel Dark Spot Serum which is specifically made to be melanin-friendly.

"The existing products for hyperpigmentation at the time had clinical studies where only older Caucasian customers were shown. And they didn't necessarily have hyperpigmentation; a lot of them had age spots. We wanted to specifically address post-inflammatory hyperpigmentation so that's what we set out to do first," they told the outlet.

Co-founded by Christina Kao, Le Mini Macaron's gel nail kits are as cute as they are convenient. The brand has revolutionized the way we do our nails, making salon-quality results achievable right from the comfort of our own homes. Each kit comes with a mini LED lamp shaped like a macaron, adding a touch of whimsy to your nail routine. The kits include everything you need for a flawless gel manicure, from the gel polish and base/top coat to the cuticle stick and nail file. With Le Mini Macaron, you have all the tools at your fingertips to create stunning and long-lasting gel nails.

Christina told Three Ships, "Personally, I'm obsessed with learning and growing. I'm constantly repeating to the people in my life: 'Learn and grow!' This is one of my core values and I surround myself with others who also live by this."

YouTuber Michelle Phan originally launched her cosmetics line back in 2013 but subsequently sold it to L'Oreal. However, she bought it back in 2017 and re-launched it with several products that have become major fan favorites over the years, including the Color Drops Serum Blush. EM Cosmetics offers a range of thoughtfully curated makeup products that are designed to enhance your natural features. From its innovative eyeshadow palettes to the signature Infinite Lip Clouds, each product is crafted with precision and care.

After going on hiatus in 2015, Michelle took that time to focus on her mental health and work on getting her brand back. She told Hype Bae, "Ever since I took my hiatus, I dialed back on my makeup usage. I wanted to detox, simplify and redefine my own essentials. Hence all the products under EM are inspired by concepts and ideas I wish existed at the time. I also care about quality. If I'm using this every day, I want it to feel good and be good on my face."

Best friends Sharon Pak and Jordyn Wynn launched their hair extensions brand, Insert Name Here, after noticing a gap in the market for affordable products in that industry. Not only do they sell extensions, but they've expanded into hot tools, hair color, accessories, and hair care with their core audience being Gen-Z and Millennials.

Sharon, who was raised by Korean immigrants in search of the American dream, told Naïra that when they started, "There were these big celebrities like Ariana Grande, Kylie Jenner, and Kim Kardashian who change their hair all the time — you almost don't even know what their real hair looks like anymore! For us, when we launched INH, we saw that as a huge opportunity in which someone could afford to buy a $40 ponytail that would instantly change their look."

Clicking on the Squigs website is like stepping back in time to your bedroom in the '90s: full of color, inflatable chairs, butterfly clips, and pure nostalgia. The brand, founded by former beauty editor Nikita Ramsinghani Charuza, has two core products: the Gooseberry Delight Hair Oil and the Double Shot Face Serum. She came up with the hair product after experiencing major postpartum hair loss, with the main ingredient being "amla," or Indian gooseberries.

She told Allure, "Using a hair oil regularly has helped me keep from shedding even more, and it made my hair feel less string-y and lackluster." She later added, "Like many South Asian households, making our own Ayurvedic hair oils and face masks was a weekly tradition."

As its name suggests, Lesse takes a "less is more" approach to beauty and skincare, from the ingredients to the simple packaging. With Lesse, achieving a radiant complexion goes hand in hand with embracing a holistic approach to self-care. The brand's approach is centered around simplicity and effectiveness. It believes that true beauty lies in embracing your skin's natural state and enhancing its health rather than covering up imperfections. With Lesse, you'll find a range of products that are gentle, yet powerful, designed to restore balance and reveal your skin's inherent beauty.

On filling a gap in the market, founder Neada Deters told Forbes, "There was a clear disconnect between our collective approach to skin and its implication for our health. I think this was driven in large part by the lack of education from brands, who instead were focusing on newness and trends to sell more products — when they could have focused on definitively effective and safe products."