6 AA+PI-Founded Beauty Brands to Follow

Who says makeup can’t be fun and good for your skin? Youthforia approaches makeup as an extension of skincare, and its products are created with formulas that follow Green Chemistry principles, meaning that they are primarily made with naturally derived fuels instead of fossil fuels. Their products are a fun take on classics like primer, lip gloss, and liquid blush that can elevate any everyday look.

Founder Fiona Co Chan launched this brand in a time of Zoom meetings and virtual hangouts, and Youthforia’s plant-based products have gone viral on TikTok, especially her color-changing blush oil and pre-game primer. Chan and her husband spent a lot of time sleeping in lab samples of products, though you’re more likely to recognize her from her deal on Shark Tank, where she donned an outfit that was meant to be a mix between pajamas and a power suit and pitched her brand as makeup you can sleep in. She ended up negotiating with Mark Cuban to get $400,000 and eight percent equity, which is a great reminder to advocate for yourself in and out of work, and landed Cuban’s first makeup deal. 

EADEM

If you’re looking for some skincare staples from a BIPOC-owned brand, this one has got you covered. EADEM was co-founded by Marie Kouadio Amouzame, who struggled to find foundations that were created with women of color in mind, and Alice Lin, a second-generation Taiwainese American. The brand’s name means “all” or “same” in Latin, an homage to the fact that people share stories that connect us. EADEM products are created by women of color, for women of color. In practice, this means that its products are made with clinically tested ingredients that are safe for more melanated skin. For example, the Milk Marvel dark spot serum is designed to fade dark papaya and pineapple. Equally popular is dew dream cleansing balm, which you can use to take off your makeup and SPF at the end of the day without drying out your skin.

Kulfi

Kulfi’s Zari Eyes eyeshadow is named after of the silver and gold threads weaved into South Asian clothes.

Courtesy of Kulfi

It’s sweet to be Kulfi, and not just because its name is inspired by a traditional Indian ice cream made with simmered whole milk. Priyanka Ganjoo, founder of Kulfi, has created products inspired by elements of South Asian culture, from kajal and mehndi to the name itself. One of its signature products are the Mehndi Moment blushes. Inspired by the South Asian practice of applying a henna paste to decorate the skin, the blush formula is an ode to the high pigment, long-lasting power of mehndi and celebration of the sisterhood and artistry that has accompanied the practice for generations. The Kajal eyeliners are inspired by the South Asian tradition of applying kajal to ward off the evil eye or “nazar.” This eyeliner is available in vibrant, innovative colors inspired by South Asian textiles. Equally stunning are the Zari Eyes eyeshadow, which is named after of the silver and gold threads weaved into South Asian clothes. 

CLE Cosmetics

CLE Cosmetics founder Lauren Jin.

Nancy Park

CLE Cosmetics founder Lauren Jin created the brand with Eastern and Western beauty culture in mind. Jin originally designed the brand in response to 10-step Korean beauty routines as well as similarly extensive Western beauty practices. Jin’s products use elements of Korean beauty technology, formulation, and packaging in creative ways, like using the cushion compact for highlights instead of sunscreen or foundation. Some of its most innovative products include Melting Lip Powder, a pigmented powder that transforms into a long-wearing tint when applied to the lips. Best of all, every product in this nontoxic, cruelty-free, and vegan brand is designed to fit into a multi-step routine or be used on its own. 

BIPOC-owned businesses are always innovating, and the entrepreneurs that run them often create the products they wish they had growing up. A lot of these brands are rooted in feedback from their community and customers, whether it’s to find clean makeup that goes hand-in-hand with their skincare routine, makes them look brighter not lighter, or create makeup that makes them feel joyful and beautiful.