Three AAPI Founded Brands Keeping it Real for the Community

Welcome to Asian Pacific American Heritage Month, a special time to celebrate the rich history and modern lives of AAPI communities all over the U.S.

The past year has been notably difficult for everyone, but a 169% surge in hate crimes against the AAPI community has made this month all the more crucial in celebrating and appreciating our rich and diverse cultural achievements and presence in the states.

At such a historically violent time, it's vitally important we remind ourselves of what we are doing as a community, to celebrate our wins, or minds, and our lives. To do so, three of us in the elevAsian ERG — Jasmine, Alycia and Kendel — picked business owners who are doing great work and cultivating their own presence in the community at large.

BRWNGRLZ

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Gretchen Carvajal started BRWNGRLZ to create representation for women of color in the accessory world by having Black and Brown models wearing culturally-inspired, handmade earrings. They encourage everyone not to just benefit from culture, but fight for women of color until “the world is as free as the earrings make us feel.” BRWNGRLZ is committed to contributing towards the equity of all people through monetary contributions, bespoke programs, and using their platform to amplify grassroots organizations. Accessorizing is just one of the ways we express our personalities — and we love that BRWNGRLZ not only draws inspiration from Asian culture but creates an access point for all communities to celebrate and wear heritage proudly. The plus? She even offers a DIY kit to make your already unique earrings exclusively yours.

– Jasmine

Noona's Ice Cream

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Noona — from the Korean 누나 for "older sister" — is a NYC-based ice cream brand founded by Hannah Bae. She utilizes underrepresented flavors like makgeolli, yuzu and toasted rice in the products, and uplifts flavor profiles that are adored by the AAPI community, but rarely seen in ice cream. Aside from exceptional creation practices, like using dairy from humanely-treated cows in Upstate New York and sustainably sourced, non-GMO ingredients, the company donates 10 gallons of ice cream to local schools, hospitals and non-profit organizations that support communities of color, especially women of color, every year. Did we mention that the ice cream is delicious? Because it is.
– Kendel

Live Tinted

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Founded by Deepica Mutyala, who went viral after showcasing a makeup hack for women with dark under-eye circles, Live Tinted is a South Asian American founded beauty company that specializes in solutions for hyperpigmentation. The company also hosts a digital community focused on inclusive, diverse beauty, and the struggles many have found while trying to navigate the beauty space as an underrepresented person. Cognizant of the fact that colorism goes beyond her experiences, Mutyala’s brand embraces the struggles of the Latinx and Black communities. “This opened up my eyes and made me realize that I want Live Tinted to stand for a brand whose mission is bigger than just a physical product,” said Mutyala. Using her platform as a South Asian female, Mutyala has partnered with brands like Supermajority, a community dedicated to building a powerful, diverse, women-led world, and female workwear brand Argent to celebrate women.

– Alycia

We've only scratched the surface of great AAPI-founded and led brands and companies in the U.S. No matter the industry, you can find entrepreneurs from our community leading from the heart and making each space better than they found it.

Questions? Drop us a line at hello@praytellagency.com