FULLY ASIAN. FULLY AMERICAN.

Amplify AAPI Voices

We’re proud to celebrate the diverse cultures within the Asian and Pacific Islander diaspora, and committed to amplifying AAPI voices.

Belonging in Beauty

A few of our AAPI brand founders share about the intersection of their identity in the industry.

"Growing up I didn't have Asian female entrepreneurs to look up to, especially in beauty. It was exciting to carve my own journey, but scary being an anomaly: female, Asian and very young (I was 21!). It's exciting to see more Asian American founder now vs. 10 years ago."

Mabel Lee

Velour Beauty

"There's this assumption in fragrance that Asians only like watery, barely there notes. But we're much more diverse; we're influenced by our Asian culture, but also by broader American culture, which we're all a part of.

Bee Shapiro

Ellis Brooklyn

"Growing up I didn't have Asian female entrepreneurs to look up to, especially in beauty. It was exciting to carve my own journey, but scary being an anomaly: female, Asian and very young (I was 21!). It's exciting to see more Asian American founder now vs. 10 years ago."

Dr. Roshini

Raj Tula

Belonging in Community

Find us on Instagram, where we’re spotlighting our community of AAPI associates, artists and creators.

In support of the AAPI community, we’re donating to CASL, a local community organization in our hometown, and Stop AAPI Hate, which is dedicated to combating anti-Asian hate crimes.