Asian Beauty Founders Celebrate AAPI Heritage Month 2022 with a Limited-Edition AAPI Bestseller Beauty Collection Box | Interview


As the fastest-growing ethnic group in America — Asians are projected to surpass 46 million by 2060, nearly four times their current total — the struggles of the Asian and Asian American community can no longer be ignored. 

Between March 19, 2020 and December 31, 2021, 10,905 hate incidents against Asian American and Pacific Islander (AAPI) persons were reported to Stop AAPI Hate, a coalition “dedicated to tracking and responding to incidents of hate, violence, harassment, discrimination, shunning, and child bullying.” Out of that alarming total, 4,632 occurred in 2020, and 6,273 occurred in 2021, plainly showcasing an upwards trend. (It’s important to note that actual numbers could very well be higher, due to underreporting.)

This May, a collective of prominent Asian and Asian American beauty brand founders have joined forces to elevate the conversation surrounding AAPI hate — as well as shine a spotlight on AAPI resilience and show that we are stronger together

In addition to using their individual platforms to engage their communities in conversation, the founders have created a special, limited-edition box filled with hero products from each brand — including the TikTok-viral Glow Recipe Watermelon Glow Dew Drops and Allure-editor-beloved Tower 28 ShineOn Lip Jellies — with part of each box’s proceeds going to charity.

To celebrate the launch, Allure interviewed 10 founders from Cocokind, Fable & Mane, Glow Recipe, Hero Cosmetics, Jinsoon, Live Tinted, Mount Lai, and Tower 28 about what this AAPI Bestseller Beauty Collection initiative means to them.

Allure editor Sarah Han: You know this and I know this, but in case it’s fallen off of people’s radars — the conversation surrounding AAPI hate (which has surged since the beginning of the pandemic) is far from over. How have you, as influential brand founders and CEOs, been using your platform to spark change? 

Priscilla Tsai, Cocokind CEO & founder: “We’ve never felt more energized to make a difference and use our brand’s platform to advocate for AAPI communities. I’m learning to use my voice and Cocokind’s platform in a way that feels authentic and genuine to us. This year is definitely the year of unifying to create a larger impact for [the] AAPI [community], and this Beauty Collection collaboration is a perfect example of that.” 



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