Fashion + Beauty Lifestyle

7 Lifestyle Brands to Shop & Support for AAPI Month

With the return of good weather to LA this month, we have so much to celebrate and yes, there is still more time to honor and celebrate the most important – AAPI month. Los Angeles is home to some of the most groundbreaking brands in beauty, fashion, and lifestyle (aka our ABCs), and we’ve put together a list of some of our favorite AAPI-founded brands that you simply have to get on your radar this month. We hope you have fun discovering these awesome brands as much as we had putting them together.

Gentle Monster

If you ask your stylish airport crush where their sunnies are from, chances are they’re from Gentle Monster. The brainchild of South Korean entrepreneur Hankook Kim, this brand has swiftly become a standout in the eyewear industry. They are known for their avant-garde designs, creative direction and immersive retail experiences. Established in 2011, Gentle Monster has gained a cult following with its innovative approach to eyewear that blends high fashion with functional art. Each store is meticulously curated to offer a unique, museum-like atmosphere, making shopping an engaging and visually stimulating experience. In Los Angeles, the flagship store on Abbot Kinney Boulevard is one of our favs to visit because of how it exemplifies this ethos and captivates visitors with its futuristic installations and cutting-edge eyewear collections. By pushing the boundaries of design and retail, Gentle Monster has carved out a distinct niche, appealing to fashion-forward individuals who appreciate both an abstract style and substance. Be sure to rock any of our top picks below for AAPI month or anytime of the year.

Jason Wu Beauty

Jason Wu Beauty is something every girl should have in their makeup drawer. Launched by the acclaimed Taiwanese-Canadian fashion designer Jason Wu, who is known for his elegant and feminine aesthetic in fashion, Wu extends his signature style to his beauty brand, offering a range of cosmetics that emphasize natural beauty and effortless glamor. Jason Wu Beauty focuses on high-quality, cruelty-free products that cater to a wide variety of skin tones and types. These are perfect products to wear and support during AAPI month. With a mission to empower individuals to feel confident and beautiful, the brand combines luxurious packaging with affordable pricing. How else could you celebrate May? Jason Wu Beauty is also donating 10% of all direct website sales to the National Asian Pacific American Women’s Forum, so grab some of our tried and tested faves we know you’ll love. 


OliviaUmma is an emerging beauty brand founded by Korean-American entrepreneur Olivia Park, dedicated to blending traditional Korean skincare rituals with modern innovations. Named after the affectionate Korean term “umma,” meaning mother, the brand emphasizes nurturing, childlike curiosity and holistic self-care. Just in time for AAPI month, OliviaUmma’s product line features ingredients rooted in K-beauty traditions, such as ginseng, rice water, and green tea. Each product is meticulously formulated to have major skin benefits and address various skin concerns while promoting a sense of well-being and mindfulness. Their new line ‘Glass Skin Tanghulu’ is inspired by none other than the Tanghulu trend that’s currently taking the world by storm, and their Blueberry Tanghulu-inspired serum has seriously given us the most glowy skin of our lives. 


KelLix is a clothing brand we can’t get enough of. Designed in L.A. by  founder & designer, Linda Xiea, and tailored for the modern, independent women, KelLix has a collection that is crafted from luxurious fabrics and has a simple yet intriguing design aesthetic. They’re also committed to sustainability for their denim collection. The line is all about elevated basics that blend clean lines and flattering fits. Each piece is also designed to strike the perfect balance of masculinity and femininity. We love their button downs that give off that casual but dressed up look plus their matching silk sets that are perfect for a brunch with the gals! Be sure to support thisunique brand during AAPI-month.

KimChiChic Beauty

KimChi Chic Beauty, founded by the beloved Korean-American drag queen and “RuPaul’s Drag Race” alum Kim Chi, is a vibrant and inclusive cosmetics brand that celebrates bold self-expression and creativity. Known for her flamboyant and artistic style, Kim Chi brings her unique flair to the beauty industry with products that are colorful, playful, and designed to inspire confidence in everyone who uses them. The packaging has to be our favorite part of it all – it seriously hurts to unbox because of how gorgeous the products are! The brand offers a wide range of makeup items, from richly pigmented eyeshadows and lipsticks to innovative face products, all with a focus on quality and affordability. Plus, during AAPI month, the brand is donating 10% from all website sales to the National Asian Pacific American Women’s Forum to support AAPI women as they take control over their lives, families and communities.

NCLA Beauty

Want a clean beauty experience while supporting some awesome women in business and who are local to LA? Check out NCLA Beauty. We just discovered their must have product…Hey Sugar…an invigorating body scrub that gently exfoliates and moisturizes  all areas of the body. The brand was founded by two Asian American sisters  – Elin and Anh-Thu Dannerstedt – who are living their dreams by creating luxurious and scent-sational clean beauty products like lip balms, scrubs, body balms, nail polishes and even candles to the masses. They even have a cute collaborated line with a famous LA hotel. We love the  lychee martini body scrub – a perfect cocktail of exfoliation and hydration. 

Payal Khandwala

Red carpets worldwide are seeing a meteoric rise in Desi excellence, and superstar Payal Khandwala is one of fashion’s most talked about Desi artists right now. As an acclaimed Indian designer, she brings a unique and artistic perspective to the fashion world with her masterful use of color, texture, and contemporary silhouettes, blending traditional Indian craftsmanship with modern aesthetics. Each piece in her collection is a testament to her background in fine arts, characterized by bold color blocking, intricate handwoven textiles, and a minimalist yet impactful design philosophy. In Los Angeles, Payal Khandwala’s fashion line resonates with those who appreciate sophisticated, artisanal garments that make a statement. From gorgeous saris to stunning kurtas and everything in between, her collections are the perfect way to make a unique statement during AAPI month

Feeling inspired by Gentle Monster, or in dire need of a closet update for summer? Check out our article on the best womens’ sunglasses to wear this summer.