60 AAPI-Founded Beauty Brands You’ll Wish You Discovered Sooner

1. SULWHASOO 

SULWHASOO is the definition of K-Beauty luxury, and we wouldn’t be surprised if you, your mom, and your grandma were obsessed with it (it’s truly beloved across generations!). This brand has graced vanities with holistic beauty products since 1966, when it debuted its signature ginseng cream. Founder Suh Sung-whan grew up in Kaesong, a city known for exceptional ginseng—a key ingredient in Korean herbal medicine and the brand’s legacy. Experience the brand’s iconic ginseng formulas for yourself with the SULWHASOO Concentrated Ginseng Renewing Serum.

2. PATRICK TA BEAUTY

Patrick Ta’s makeup artistry has graced the faces of celebs like Gigi Hadid and Camila Cabello, so it’s no surprise that his eponymous brand channels his expertise into high-performing products fit for the red carpet. The first-generation Vietnamese American creates a signature glow with his makeup looks that is truly one of one, but you can create your version of it with the brand’s best-selling highlighter or blush formulas. The PATRICK TA BEAUTY Monochrome Moment Velvet Blush is one of our holy grails.

3. COCOKIND

Founder Priscilla Tsai experienced her fair share of skin struggles before creating her own sustainable brand. We love how the brand stands for “botanical-forward skincare with a side of self-acceptance,” putting an emphasis on skin barrier support and gentle formulas that tackle big problems. Just try the COCOKIND Texture Smoothing Cream, a nutrient-rich "green juice for your skin" that helps minimize the appearance of large pores and controls shine.

4. TONYMOLY

Since its founding in South Korea in 2006, TONYMOLY has become a household name—not only in Korea but also around the world. The brand is known for adorable packaging and affordable price points, and they’re one of our team’s go-tos for sheet masks. Ipsters also rave about the TONYMOLY Watermelon Dew All Over Serum for a hit of full-body hydration and the TONYMOLY Moisture Boost Algae Eye Serum to help depuff and improve skin elasticity.

5. ELLIS BROOKLYN

Taiwan-born founder Bee Shapiro doesn’t just create clean, sophisticated fragrances—she also covers beauty for the New York Times (NBD, right?). She debuted ELLIS BROOKLYN in 2015 after becoming pregnant and seeing a lack of clean fragrance options. Whether you reach for the fan-fave ELLIS BROOKYN Myth or the enchanting ELLIS BROOKLYN Iso Gamma Super, you’re guaranteed to find a signature scent.

Use code IPSY15 for 15% off your order at ellisbrooklyn.com. Valid 5/1–6/1/25.

6. GLOW RECIPE

As Korean-Americans, GLOW RECIPE co-founders Christine Chang and Sarah Lee grew up with skincare as an integral part of their life—beauty DIYs with their mother and grandmother were routine. One DIY beauty technique involved their grandmother rubbing watermelon rinds on their skin to soothe irritation, which gave them the inspo to create their own fruit-powered skincare line. Now, their juicy products are all over TikTok, giving skincare lovers the plump, glass skin of their dreams. One of their most popular products to date is the Watermelon Glow Niacinamide Dew Drops, a skincare-makeup hybrid that provides an instant all-over glow while fighting skin concerns like hyperpigmentation.

7. WANDER BEAUTY & 5 SENS

Divya Gugnani isn’t the founder/cofounder of just one brand—she leads the way at two. Gugnani created WANDER BEAUTY because, as a mom of two herself, she wanted to create effortless beauty essentials that would make it easier for her and other working women to balance beauty with their busy schedules. We love the Getaway Eye and Face Palette because it’s a two-in-one palette featuring blush, highlighter, and shadows that fits right in your day bag.

As for the story behind 5SENS? Gugnani fell in love with fragrance on a five-day trip to Paris, when she realized how someone’s fragrance could embody the current mood and scenery. From there, she created 5 SENS to go beyond the boundaries of traditional perfume. The brand’s scents are made to capture ever-changing energy and inspire endless moments.

8. BLOOMEFFECTS

Kim van Haaster, co-founder and CEO of BLOOMEFFECTS, created her brand after meeting her husband, a tulip farmer, and moving to the Netherlands. With her love of skincare, having always dreamt of her own brand, and her partner’s sourcing of beautiful royal tulips, they joined forces to create clean, effective “field to face skincare” with an emphasis on glowing skin. If you’re in the market for the ultimate glow-inducing routine, we recommend adding their Glow Set to cart ASAP.

9. GLAMNETIC

For GLAMNETIC founder, Ann McFerran, it all started when she achieved her dream of going to UCLA and majoring in science as a pre-med student. She quickly realized that the creativity was missing from her life, and that beauty filled that void for her. Ann especially loved lashes, but they were difficult to apply—which inspired her to create no-fuss magnetic lashes that actually worked. Enter: GLAMNETIC. We think the brand’s Liquid Magnetic Liner is genius and should definitely become a staple in your routine.

10. KIMCHI CHIC BEAUTY

The first time KIMCHI CHIC BEAUTY’s founder, Kim Chi, dressed in drag was for Halloween. Kim Chi realized that night that makeup was her way of truly expressing herself. This self-discovery is what led her to create KIMCHI CHIC BEAUTY in 2019. Named after the national dish of Korea, the brand houses high-quality products at prices accessible for everyone. The Puff Puff Pass Set & Back Powder is trending right now for a reason—it uses ingredients like rice powder and vitamin E to lock in your makeup with a smooth, shine-free finish. Another brand notable? KIMCHI CHIC BEAUTY is a proud supporter of the Trevor Project and donates 2% to supporting the cause of LGBTQ mental health and suicide prevention.

11. LIVE TINTED

You may remember the name Deepica Mutyala from that viral 2015 video where she covered her dark circles with red lipstick. Mutyala became an instant hit with the genius, color-correcting technique and because the video was so successful, she was inspired to make more videos sharing her makeup tips. Her success rapidly continued, and eventually, she created the LIVE TINTED Instagram account as a safe space for women of color to share their makeup tips. From this grew her idea to create beauty products for all complexions. Now, one of their best-selling products, the Huestick Multistick, is being used on a variety of skin tones.

12. MELOWAY MAKEUP

MELOWAY MAKEUP co-founders Aiden and Ash Kim are two brothers obsessed with all things beauty. They were inspired to create their own brand to bring a fresh perspective to the industry. As first-generation Korean-Americans and with the love of K-Beauty as their driving force, they set out to formulate innovative products with beneficial ingredients. In comes MELOWAY MAKEUP. The Your Way Mascara is a perfect example of what the brand stands for—featuring an innovative, patent brush and a lash-feed formula made up of keratin amino acids, argan oil, and red algae extract.

13. CONTENTLY

CONTENTLY founder Jungyun Lee scoured the Earth from East to West for the perfect blend of ingredients to transform the hair and scalp. Then, in 2021, he officially launched the clean, natural hair and scalp care brand’s debut range of formulas designed to protect every hair type. One of the hallmarks of the formulas is that they contain less water than your average hair care products, meaning they’re packed with more nutrients for max hair care benefits. If you’re just getting started with the brand, we suggest the CONTENTLY After All! Scalp Soothing Care Treatment, a unique serum infused with a probiotics complex and ginger extract to soothe and detoxify the scalp and hair.

14. ONE/SIZE

Patrick Starrr needs no introduction, but humor us for a minute. The YouTube beauty icon has long championed self-expression and inclusivity (two values we share here at IPSY), and he infuses that ethos throughout his must-try beauty brand, ONE/SIZE. We love everything we’ve tried—no surprise there—but we especially love the ONE/SIZE Ultimate Blurring Setting Powder in Translucent and Dark/Deep, which has built a reputation for being the gold standard for flawless setting powders. We’re so obsessed with Patrick, in fact, that he’s our May Icon Box curator!

11. PURLISSE BEAUTY & YENSA BEAUTY

These two Ipster-fave browns were both founded by one powerhouse leader: Jennifer Yen. She created PURLISSE BEAUTY after a stint in Hollywood (and the makeup chair) that left her with irritated skin, looking for a gentler option. With collections featuring ingredients like blue lotus and green tea, the brand reinvents time-honored Asian beauty rituals into high-performing, modern products that empower individuals to embrace their beauty. Try the PURLISSE Perfect Glow BB Concealer, a weightless, hydrating, and multitasking concealer that perfects your complexion while looking completely skin-like.

Also rooted in Asian rituals—with an emphasis on superfood traditions—YENSA BEAUTY was inspired by Yen’s mother, who followed a 2,000-year-old practice called zuo yue zi, where a new mother takes a month’s rest after childbirth to heal her body by integrating superfoods in her routine. One of Ipsters’ all-time faves from YENSA BEAUTY is the YENSA BEAUTY Pink Lotus Peptide Renewal Eye Cream, an anti-aging eye cream that uses antioxidant-rich pink lotus extract and firming peptides to help brighten and smooth tired skin.

16. REVEL NAIL

REVEL NAIL co-founder and CEO Phon Malone comes from one of the brand’s two founding families. Born in Vietnam before coming to the U.S. as a refugee and being adopted, Malone leveraged his background in product development and manufacturing in the nail industry to help create the must-try nail brand. Though their dip powders are among some of the brand’s most popular products, we also recommend the REVEL NAIL Revel Mates Lacquer in Blowout, a soft periwinkle shade with long-lasting hold and a chip-free finish.

17. SATURDAY SKIN

For executive vice president of SATURDAY SKIN, Sidney Beck, it all started with a vision to share Korean skincare secrets in an approachable way. After working in the beauty industry for over 20 years, she sought to reimagine the traditional approach to beauty and create a collection that harnessed the power of superfruits, superfoods, and science that was simple enough for someone new to K-Beauty. The SATURDAY SKIN Rise + Shine Gentle Cleanser is a perfect example: This dermatologist-tested soft, whipped cleanser is easy to use and feels mild on the skin, but it leaves skin looking fresh and revitalized thanks to the apple and peach extracts in the formula.

18. SONÄGE SKINCARE

President and CEO Anisha Khanna has been at the helm of SONÄGE SKINCARE since 2014, helping to revamp the brand and make their formulations EWG VERIFIED™ safe and nontoxic. SONÄGE SKINCARE works with scientists in Europe and Los Angeles to balance modern skincare science with the healing powers of Mother Nature, resulting in a completely spa-grade experience. Our current obsession is the SONÄGE SKINCARE Baby Frioz Mini Icy Globes in Lilac, a facial tool that helps stimulate blood circulation, depuff, reduce the look of breakouts, and more.

19. THE CRÈME SHOP

Raise your hand if you can’t get enough K-Beauty. *Raises both hands*. This Korean American–owned brand was founded by Theresa and Lawrence Kim over 45 years ago, who eventually went on to open a Los Angeles location in 1988. Since then, the brand has become known for sourcing ingredients from all over the world to create high-quality, affordable products that are unbeatable in their adorable and whimsical designs. Want a rec for where to start? Grab THE CRÈME SHOP Sheet Mask Duo in Vitamin C & Hyaluronic Acid Fusion Sheet Mask and THE CRÈME SHOP Turmeric & Matcha Fusion Sheet Mask to infuse your complexion with a one-two hit of antioxidants and vitamins.

20. THREE SHIPS

THREE SHIPS was created by chemical engineer Laura Burget and Asian American business grad Connie Lo with the goal of delivering natural, effective skincare products that didn’t break the bank (and what more could you really ask for, right?). One of our top picks is the THREE SHIPS Dew Drops Mushroom Hyaluronic Acid + Vitamin C Serum, a powerhouse serum that uses tremella mushrooms—a natural source of hyaluronic acid that replenish moisture in the skin—and Kakadu plum, which contains more vitamin C than oranges to brighten and plump the skin.

21. TOWER 28

Having sensitive skin herself, Amy Liu founded TOWER 28 to deliver clean makeup options to those with easily irritated skin. Offering a wide range of non-toxic formulas and calming ingredients, TOWER 28 proves that #ItsOkayToBeSensitive when you’ve got amazing options like the TOWER 28 ShineOn Milky Lip Jelly in Cashew to choose from. This gloss is made with apricot oil and raspberry seed oil to nourish your lips so you can look and feel good.

22. ACEOLOGY

Let’s put it this way: If ACEOLOGY majored in masks (which they basically do), the brand would get an A+. The woman behind the brand is Joanne Zhong, and she created ACEOLOGY with the aim of making skincare solutions easy to use and understand, simplifying your beauty routine with proven technologies, potent ingredients, and transformative results. Tip: If you’re looking to round out your mask lineup, the ACEOLOGY Overnight Lip Mask is the one you want.

23. AROMATICA

Vegan, cruelty-free, sustainable, and clean brand AROMATICA was the first Korean brand to receive U.S. EWG VERIFIED™ certification, ushering in a new era of safer cosmetic ingredients in Korea. Already impressed? We’re right there with you. The brand harnesses botanical formulas that call to all the clean-beauty lovers out there, and the AROMATICA Reviving Rose Infusion Cream Cleanser happens to be one of our favorite moisturizing cleansers on the market.

24. BENTON

Founder Jangwon Lee created plant-based brand BENTON to restore, revive, and reinvigorate your complexion with better-for-you ingredients. From carrot face oils to aloe masks, BENTON offers rooted-in-nature formulas that help even sensitive-skin types look their best. Case in point: the BENTON Deep Green Tea Cleansing Foam, which foams up to gently remove impurities while it balances your skin.

25. HANALEI COMPANY

When you really need to take some PTO but don’t have the time, HANALEI’s island-inspired products might just do the trick. Founded by Alice Kim, the brand hails from the North Shore of Kauai and draws on Hawaii's lush landscape and native botanicals to create products with island ingredients like kukui oil, aloe, and papaya. Our go-to nourishing eye cream is the HANALEI COMPANY Kona Peptide Eye Cream, which is made with a special complex of Hawaiian super-botanicals to restore your skin.

26. LOGICALLY, SKIN

Eunju Shin created LOGICALLY, SKIN to bring logic to your skincare. The brand believes that biochemical and scientific principles (logic) should be the basis of your beauty routine, so all of its formulas take the skin’s complex structure into consideration. Introduce this Korean brand to your skincare ritual with the LOGICALLY, SKIN Wrinkle Target Eye Cream, a balm-like eye cream that melts gently into your skin to help reduce fine lines and lift the look of your eyes.

27. MAMONDE

MAMONDE is where flowers meet skincare. This Korean brand focuses on the hidden benefits of flowers and channels the energy behind the blossoming of buds into skincare products that revitalize your skin. Our must-try for this brand is the MAMONDE Rose Water Toner, which is formulated with 90.97% rose water (instead of regular water) for added hydration and skin-soothing benefits.

28. SERAPHINE BOTANICALS

It’s not always easy to find vegan beauty options that deliver pigment and payoff, but SERAPHINE BOTANICALS, from founder Sylvia Phann, does just that—and then some. Added bonus: This botanically infused skincare and color-cosmetics brand manufactures all of their products in small batches to ensure the process is sustainable and as waste-resistant as possible. It’s a brand you can feel good about using and supporting, and the SERAPHINE BOTANICALS Sakura + Sage - Vegan Eyeshadow & Blush Palette is a great place to start. This palette of six shadows and two blushes is formulated with evening primrose, cherry blossom, and rosemary to soothe and hydrate the skin.

29. VITABRID C12

VITABRID C12 started as a bio-tech company before expanding into the world of skincare. Once there, the brand took one of skincare’s most notoriously unstable ingredients—vitamin C—and stabilized it. This new form of vitamin C was dubbed Vitabrid CG, a highly effective form of vitamin C that released deep into the layers of the skin for over 12 hours after application. To see this beauty innovation at work, look no further than the VITABRID C12 FACE Brightening Powder, which can be mixed in with other products to create your own custom skincare cocktail.

30. TATCHA

It was a transformative trip to Kyoto, Japan, that compelled Vicky Tsai to create TATCHA with a focus on natural Japanese ingredients and timeless rituals. The brand is a celebration of the wisdom and wonders learned along the way, and every formula—crafted at the Tatcha Institute in Tokyo—features a proprietary complex of twice-fermented rice, green tea, and algae. The brand’s Dewy Skin Cream is a longtime Ipster fave with over 100,000 reviews and 4.5 stars, but TBH, there isn’t a TATCHA product we’ve tried that we haven’t loved.

31. DR. JART+

DR. JART+ was founded in Seoul in 2005 by architect Leeo (Chin Wook) Lee. Lee was introduced to a makeup-like blemish balm and inspired by its hybrid functionality—so much so, in fact, that he began collaborating with labs to create products that blended skincare benefits with makeup coverage. Enter: BB cream, which became an instant hit in Korea. To this day, the brand is known for its innovative skincare approach with a playful twist. One five-star product at IPSY is the DR. JART Ceramidin™ Skin Barrier Moisturizing Cream, which features a blend of five ceramides to deeply moisturize and help strengthen the skin’s moisture barrier.

32. HERO COSMETICS

Ju Rhyu founded HERO COSMETICS in 2017 with just one product: the Mighty Patch. The brand has since expanded to cleansers, moisturizers, and more, but the patches are on constant rotation in our acne-fighting routines. HERO COSMETICS believes that you’re the hero of your skincare story, and they’re here to help you reveal it, one solution at a time.

33. MANNA KADAR BEAUTY INC.

Founder Manna Kadar owned her first cosmetics store at just 16 years old before expanding to seven stores. Eventually, she established the Manna Kadar Beauty empire, a family of six brands featured in stores nationwide. The motto “when you look good, you feel good,” is part of what drives her—because she realizes that this saying means something different to everyone. As a result, she designs her products to suit everyone from the makeup minimalists to the ultra glam (which is totally our vibe at IPSY too!). Try the brand’s pH Balance Lip Balm, a magical formula that adapts to your natural lip formula to create a custom pink hue. 

34. REALHER

Bill Xiang’s daughter, Yarie, was his reason for creating REALHER. He noticed that many people, especially young girls, tried to fit into a certain mold—and he didn’t want the same for her. REALHER is his way of challenging traditional beauty standards by emphasizing self-enhancement over total transformation. We love the empowering statements adorned on the brand’s products, like the REALHER I Am Adaptable Matte Liquid Lipstick.

35. SERUMKIND

Skincare minimalists, meet the brand of your dreams. South Korean brand SERUMKIND believes in meticulously crafting formulas to deliver potent ingredients in concentrated doses, helping to simplify your skincare routine. The SERUMKIND Purple Cabbage Drop is one of the brand’s best sellers, and Ipsters love it too. One raved, “I absolutely love love love love love love this product. The jar container is absolutely remarkable.”

36. BYROE

BYROE, founded by Amy Roe, believes that what you apply to your skin matters just as much as what you put into your body. She created products like the Beet Glow Boosting Serum and BYROE Pear Serum Oil to give your skin the healthy diet it craves, and we love to mix and match them to build the perfect routine. 

37. FINDING FERDINAND

Nhu Le is dedicated to making beautiful and safe products that everyone can enjoy. Her brand offers vegan, cruelty-free products that have been sustainably produced and formulated with clean ingredients—and, as an added bonus, the packaging is always *chef’s kiss*. This lipstick is a gorgeous everyday shade we always come back to. 

38. LARUCE BEAUTY

Beauty entrepreneur Mike Tran created LARUCE BEAUTY in 2019 with the goal of bringing enjoyment, excitement, and passion to the clean beauty space. The brand’s makeup brushes (like the LARUCE BEAUTY Essentials Brush Set) are some of our faves. They feel ultra luxe with super-soft synthetic bristles that are vegan, cruelty-free, and hypoallergenic.

39. EVEREDEN

After noticing toxic ingredients in many of the skincare products she saw on shelves, Kimberley Ho was inspired to leave the world of investment banking and create family skincare brand EVEREDEN. The brand offers beautifully formulated products that are safe for babies’ sensitive skin—a huge relief for expecting moms who might be concerned about what products they can use on themselves or their little ones. Our current go-to from the brand is the EVEREDEN SPF50 Premium Mineral Sunscreen, a skin-safe mineral sunscreen that doesn’t leave a white cast and even includes a functional handle you can use to clip to your purse or diaper bag.

40. TULA SKINCARE

Practicing gastroenterologist, TULA SKINCARE founder, author—Dr. Roshini Raj is a total superwoman. She saw the life-changing impact probiotics had on her patients’ internal health and was driven to build TULA SKINCARE: a buzzworthy brand with a lineup of products all powered by probiotics extracts and superfoods. Whether it was the viral TULA SKINCARE Protect + Glow Daily Sunscreen SPF 30 Gel that turned you onto the brand or another one of their glow-getting formulas, you’re sure to fall in love with their whole line of skincare saviors.

41. M2Ü NYC

Amy Granger founded M2Ü NYC after working as an executive at the biggest companies in beauty. Her mission is to provide you with multitasking products at affordable prices, and we’d say she does just that and more. Look no further than products like the M2Ü NYC Luminizer, which feel super luxurious without breaking the bank. 

42. SKIN INC.

With over 150 beauty awards under her brand’s belt, it’s safe to say that founder Sabrina Tan is disrupting the skincare industry. She believes that everyone should be able to buy skincare and devices tailored to their specific skin concerns, and SKIN INC makes that possible with its proprietary Skin Identity Check, a quick quiz that assesses your skin’s unique needs. If you’re looking for a tool to help you combat fine lines, fatigue, or dark circles, our pick is the SKIN INC Eye Massager, a three-in-one eye massager that combines LED-light therapy, sonic vibration, and targeted warmth to help smooth wrinkles and stimulate your eye area to help with puffiness and dark circles.

43. LANEIGE

What can be said about the cult classic LANEIGE Lip Sleeping Mask that hasn’t already been said? This award-winning product was first introduced to the beauty world by South Korean brand LANEIGE, and our lip-care routines were forever changed. Since the brand was founded in 1994, it’s continued to fill our feeds with the latest must-try hydration heroes—and we can’t wait to see what LANEIGE wows us with next.

44. THE LYFESTYLE CO.

Have sensitive skin? Worry about allergic reactions to your products? THE LYFESTYLE CO. founder Jordana Fortaleza can relate. In hopes of avoiding the skin reactions she was getting from harsh chemicals in her beauty products, she began to research natural alternatives, eventually going on to found this brand to address her own needs for clean fragrance and beauty products. For an amazing long-lasting fragrance, THE LYFESTYLE CO. Mood Perfume is a sophisticated scent with notes of saffron, jasmine, cedarwood, and amber. 

45. KULFI BEAUTY

Named after the delicious South Asian ice cream, KULFI BEAUTY was founded by Priyanka Ganjoo to celebrate her South Asian heritage with colorful, joyous, and inclusive products. It all started with the brand’s best-selling kajal eyeliners, but the brand has since expanded into complexion, lip, and blush too.

46. LAPALETTE BEAUTY

If you’ve scored the LAPALETTE BEAUTY Hydra Blue Petal Serum Toner in your Glam Bag before, then you know how bouncy your skin feels after using it. We love how the brand combines the best natural ingredients with the latest skincare research to bring you healthy-for-skin, efficacious products. They’re also all represented with different colors, which makes your skincare shelf seriously IG-worthy.

47. DR LILI FAN

Medical scientist Dr. Lili Fan created her eponymous brand to address the effects of environmental aging with products that feature patented peptides and vegan probiotics. DR LILI FAN Probiotic All has 4.5 stars with Ipsters, who use this kit to help slough off dead skin cells and minimize the look of pores and fine lines. The secret is in the formula, which features three forms of vitamin C, microdermabrasion crystals, peptides, and exfoliating enzymes. 

48. GLOSS MODERNE

You can thank Kuen Rameson for this luxe collection of fine fragrance, hair care, and body care that captures the essence of Southern California. She set out to formulate products with the purest, most luxurious ingredients, acclaimed fragrances, and a modern design aesthetic, and you’ll find many of their products at boutiques, spas, hotels, and resorts around the world. New to the brand? Try the GLOSS MODERNE Clean Luxury Perfume Oil for captivating notes of mandarin orange, iris, and cardamom. 

49. KOYAL BEAUTY

Similar to how the koyal bird (also known as the koel bird) signifies relief after a hot dry season, KOYAL BEAUTY signifies moisturizing and hydrating relief for your skin. Founded by Preeti Nigam, KOYAL BEAUTY offers plant-powered products like the Soak + Glow Face Cream that are perfect for dry and sensitive skin.

50. INNISFREE

INNISFREE has been a mainstay on the K-Beauty scene since 2009. It was founded by Sunghwan Suh, who was inspired by seeing his mother use camellia oil for her own personal care products. INNISFREE is known for iconic green tea formulations (like the INNISFREE Green Tea Seed Serum) that are boosted by science and loaded with hydrating benefits for your skin. 

51. DITO

DITO stands for Do It to Yourself—in other words, define your own colors and unique style. The brand’s eyeshadows are a must-try with a wide range of shades and high-impact finishes, but you can’t go wrong with the adorable liquid lipsticks either.

52. LAVAA BEAUTY

From its start as a luxury lash brand to its current status as a go-to for makeup, press-on nails, and more, LAVAA BEAUTY has been guided by its mission to empower people of all ages and styles to feel creative and confident. Our latest obsession is the No Chill Mascara in Brown, which is perfect for achieving a natural eye makeup look.

53. PLUM

India’s first 100% vegan beauty brand, PLUM creates beauty products that pair natural ingredients with science-backed actives. This award-winning brand was founded by Shankar Prasad and offers everything from body wash to nail polish, so your entire body and beauty routine is covered. Ipsters are a fan of the Color Affair Nail Polish, which is 7-free (aka it’s free of commonly used toxins) with a high shine and bold color payoff. 

54. DAZZLE ME

DAZZLE ME was founded in 2020 with a mission to empower individuals with the confidence to express their boldest, most authentic selves. Their wide range of products for the face, eyes, and lips make high-quality formulas accessible at amazing prices, and the adorable packaging is just the cherry on top. Lately we’ve been loving using the DAZZLE ME Get a Grip! Makeup Setting Spray to set our makeup. 

55. SLMISSGLAM

With a background in makeup artistry, Stephanie Battagello found that whenever she posted content on social media, she would never include images of her plain, black makeup brushes. That’s when she had the idea that brushes should be just as glam as makeup—and so SLMISSGLAM came to life. The brand’s super-cute designs (have you seen the Rainbow Luxe Set?!) will make you want to build a makeup brush collection that rivals your ever-growing lippie collection. 

56. TOVEGAN

Now this is skincare you can feel good about. Founded by Jungyun Lee, this 100% vegan skincare brand from South Korea eliminates animal testing and harmful ingredients and replaces them with formulas blended from raw ingredients. One Ipster who loves the TOVEGAN Red Remedy Toner and the brand itself said it best: “Absolutely love this toner! So lightweight and such a great brand.”

57. VOLITION BEAUTY

VOLITION BEAUTY, founded by Patricia Santos, is the first crowdsourced beauty brand. What does that mean? That the brand’s democratic business model allows entrepreneurs of all genders, ethnicities, backgrounds, and experiences to get their foot in the door with developing a beauty product. If you’re new to the brand, we recommend trying the VOLITION BEAUTY Hibiscus Unspottable Correcting Oil, which Ipsters love for how it helps lighten up dark spots and improve the look of fine lines. 

58. F.A.R.A.H

Self-expression without financial strain. Uncompromising quality. Forever cruelty-free. This is what F.A.R.A.H is all about, boasting a range of innovative products to help you perfect your look. Though we love their cosmetics line, it’s really the brushes for us. They come in so many shades and shapes that you’re sure to find the most gorgeous addition to your makeup kit (the Goals & Gold Eye Brush Set is a classic!). 

59. NEOGEN DERMALOGY

If you love beauty products, then you know how transformative they can be to your daily routine. Whether you use your favorite product as a pick-me-up in the morning or a way to express your individuality, beauty has transformative power—and NEOGEN DERMALOGY agrees. They’re committed to a holistic approach to beauty that celebrates self-expression and the beauty that comes from within. The brand leverages selective ingredient formulas and clinical testing to produce products that benefit your skin, like the NEOGEN DERMALOGY Day-Light Protection Airy Sunscreen, which contains SPF 50 and 20 plant extracts to keep your skin hydrated and protected from the skin.

60. DERMAFIRM

Led by founder Paula Park, DERMAFIRM blends advanced medical technology with the highest-quality ingredients for the skin. (Fun fact: The brand even purifies their own water!) Still learning skincare basics? DERMAFIRM has something for you. Reach for any of their easy-to-use, pro-level products (like the DERMAFIRM Soothing Repair Toning Serum) to feel like an expert in no time.