In celebration of Asian American and Pacific Islander (AAPI) Heritage Month, we are turning the spotlight toward the visionaries completely redefining our vanity setups. These AAPI-founded brands are doing far more than launching viral products—they are shifting the industry narrative by beautifully weaving rich cultural heritage, deeply personal storytelling, and cutting-edge science into everything they create.
From dermatologist-formulated solutions to rituals passed down through generations, these game-changers are making beauty more inclusive, effective, and meaningful for everyone.
1. Jennifer Yen | Founder of Pūrlisse
The Vibe: Ancient Asian beauty secrets meet modern skin philosophy.
✦ The Journey: From Screen to Skincare
Before she was a skincare mogul, Jennifer Yen was saving the world as a villain on the hit TV show Power Rangers. However, the demanding filming schedules and heavy, pore-clogging theatrical makeup completely destroyed her skin, stripping away her confidence. When standard Western quick-fixes failed, Jennifer looked backward to move forward. She reconnected with her roots and embraced the time-tested Asian remedies and generational skincare rituals passed down by her grandmother.
✦ The Mission: Sharing Ancestral Wisdom
Now a resilient single mother, Jennifer has one clear goal: to share the tried-and-true Asian beauty secrets that restored her own complexion. By turning 1,000-year-old family traditions into a modern skincare philosophy, she created Pūrlisse to help women everywhere bypass skin struggles and fall in love with their natural skin again.
✦ The Innovation: Pūrlisse Ageless Glow Serum BB Cream SPF 40
Price: $39
AAPI Month Exclusive (May 1–31): Spend $60 and receive a free Blush Glow BB Cheek Color.
Why We Love It: A recipient of prestigious awards from SELF and HollywoodLife, this groundbreaking formula is the future of foundation. Infused with Bakuchiol (a plant-based retinol alternative), Marine Algae Collagen, and Vitamin C, it delivers seamless, luminous coverage while actively firming and brightening your skin.
2. Dr. Sandra Lee | Founder of SLMD Skincare
The Vibe: Bridging the gap between the dermatologist’s office and the beauty aisle.
✦ The Journey: The Viral Phenomenon
Globally recognized as “Dr. Pimple Popper,” board-certified dermatologist Dr. Sandra Lee is a bona fide internet sensation and one of the most recognized names in skincare worldwide. With over 7 billion YouTube views, 17 million TikTok followers, and a total social media reach exceeding 34 million, she has built a massive global “Popaholics” fan base. Today, she stars in the hit Lifetime series Dr. Pimple Popper: Breaking Out and is a published author of the book Put Your Best Face Forward.
✦ The Mission: Democratizing Doctor’s Care
Dr. Lee founded SLMD Skincare to treat real skin conditions the exact way a doctor would. Her mission is to bridge the massive gap between a dermatologist’s clinic and a trip down the crowded beauty aisle. By providing safe, high-strength, and highly effective regimens, she makes professional-grade solutions accessible to everyone—offering products she would actually prescribe to her own patients.
✦ The Innovation: SLMD Vitamin C Serum
Price: $42
Why We Love It: This daily brightener acts as a shield against environmental pollutants. It features a trio of clinically proven Vitamin C ingredients to combat UV damage, paired with Hyaluronic Acid to intensely plump, hydrate, and minimize the look of lines and wrinkles.
3. Alicia Zeng | Founder of Lilac St.
The Vibe: Salon-quality DIY lash extensions rooted in radical self-expression.
✦ The Journey: Reclaiming the Narrative
When your confidence is shattered, what do you do? For tech-minded entrepreneur Alicia Zeng, the answer was to build something beautiful. Early in her career, Alicia survived a sexual assault that stripped her of her sense of self. Channeling her intense journey of healing, resilience, and personal reclamation into entrepreneurship, she decided to create a brand built for every woman ready to step back into her power and fall back in love with herself.
✦ The Mission: Fearless Self-Expression
Named after San Francisco’s iconic Lilac Street—a legendary street art hub rooted in nonconformity and fearless self-expression—Lilac St. was established as a digitally native disruptor in the at-home lash category. Alicia’s mission is to make luxury, salon-quality beauty accessible to anyone, proving that a brand rooted in a real, vulnerable story can foster an immensely loyal community.
✦ The Innovation: Lilac St. Deluxe Starter Kit
Price: $65 (A $114 retail value)
Brand Values: AAPI-Owned, Women-Founded, Cruelty-Free, Vegan.
