12 AAPI Female-Owned Small Businesses to Support

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I love a Target run as much as anyone, but there’s something extra special about supporting small, female-owned businesses. And to help celebrate this month’s Asian American and Pacific Islander Heritage Month, we’ve rounded up 12 small female and AAPI-owned businesses we love. Most are owned by moms, with some business ideas even sparked by the new lens of motherhood. Like teaching their littles how to embrace their heritage and leaving the planet a better place for their children. Read on for some of the AAPI female-owned businesses we love to shop.




Joah Love

Started by (and named after) two friends, Joy and Ahyoung, Joah Love was also a nod to Ahyoung’s Korean heritage. The word Joah means “to like something.” The pair set out to create a kid’s clothing line that was cool and fuss-free, avoiding snaps, zippers, and buttons. The brand has grown since its 2008 beginnings and we love some of the new offerings like snap free sleepers for baby and mom-wear!

Joah Love

No Snap Baby Jumper

sizes 3mon - 24mon

Joah Love

Sawyer Striped Baby Overalls

sizes 3mon - 18mon


Morning Lavender

Kim Le Pham, known for her fashion blog Lace and Locks, opened women’s clothing boutique Morning Lavender in 2018. Her shop is full of all the pretty things: from feminine everyday dresses (including maternity dresses!), tops, and jumpsuits, to formal attire perfect for baby showers, weddings, and more. Floral robes and curated (and budget-friendly) shoes and accessories round out her collection.

Morning Lavender

Tie-Shoulder Maternity Dress

this maternity dress is perfect for everything from baby showers to summer work wear

available in 3 colors

morning lavender dress
Morning Lavender

Babydoll Midi Dress

a gauzy, pretty dress perfect for spring and summer

sizes XS - 3XL



Apricotton created a bra that grows as teens and tweens develop through puberty (from AA to a D)—and helps them celebrate the milestone moment (bras are gift-wrapped) with less embarrassment. Young Chinese cofounders Jessica and Chloe started Apricotton after Jessica’s 12-year-old sister had trouble finding her first bra; the “sexy” bras from lingerie stores made her feel self-conscious and bras from other stores seemed cheaply made and didn’t fit. Their mission is to help the 90% of tween and teen girls who are feel embarrassed to wear their first bra.


Cloud Bra

made of moisture-wicking fabric and customizable to fit tweens and teens, even as their body changes


Beauty & Wellness


Tower 28 Beauty

Tower 28 founder (and mom of three) Amy Liu started her own clean makeup company in 2019, after 15+ years working as a beauty executive. Liu dealt with chronic eczema and sensitive skin her entire life; so she wanted Tower 28 to be a fun alternative to the clinical approach usually taken with products for sensitive skin. Tower 28’s line is vegan and cruelty-free and the company takes a hard line with blacklisted ingredients you’ll never find in their products (and is available at Sephora!).

Tower 28

SOS Facial Spray

a daily solution for "angry skin"

the hero ingredient in SOS (hypochlorous acid) is also naturally found in your white blood cells to help fight and defend your body from harmful bacteria and inflammation

Tower 28

BeachPlease Luminous Tinted Balm

multi-use balm to add color for cheeks and lips

available in 6 shades



After becoming a mother and learning about microplastics in our food and water, Co-founder and CEO Sarah Paiji Yoo started Blueland’s plastic-free cleaning kits. According to Blueland’s website, all of us “are eating a credit card’s worth of plastic each week and 90% of the water we drink and the food we eat contain microplastics,” (yuck!). She believes no one should have to sacrifice a clean home for a clean planet. You buy a Blueland cleaning product bottle one time—for hand soaps, dish soaps, laundry, and cleaning sprays—and the company direct ships cleaning products to refill.


The Clean Essentials

4 reusable bottles and 4 refill tablets for:
-foaming hand soap
-multi-surface cleaner
-bathroom cleaner
-glass + mirror cleaner


Hand Soap Duo

-2 glass hand soap bottles
-6 foaming hand soap tablets in different scents
-packaged in compostable paper


Rael Holistic Cycle Care

Frustrated by the lack of clean, effective period care in the U.S., a trio of women originally from South Korea started Rael in 2017. Cofounders Aness An, a journalist and best-selling author; Binna Won, an architect-turned-art-director; and Yanghee Paik, a former movie distributor at The Walt Disney Studios with a Harvard MBA, sell a line of natural and organic feminine care products to empower women to have a healthier relationship with their periods. They offer a range of products, from vulva care to skincare and period underwear to organic tampons.


Reusable Period Underwear

made with breathable cotton, these period underwear absorb as much as three tampons


Discovery Set

a set of customer-favorite products includes:
-regular pads
-regular liners
-organic cotton tampons with BPA-free applicators
-heating patch
-invisible spot dot


OJOOK Oral Care

OJOOK founder and toddler mom, Youn Chang parlayed her experience and connections from working at Glossier and Apple to debut OJOOK oral care. As she shared with The Everymom in 2020, “Pregnancy and giving birth to my daughter made me realize that I, indeed, have a finite life, and I really wanted to make the best out of that precious time. So, I wanted to launch a brand that helps people achieve longevity in our health without harming our planet.”


Daily Ritual Set

-OJOOK signature toothpaste with hero ingredients nHA and ancient Korean medicinal bamboo salt (Jukyeom) have the power to reverse damage
-silk floss
-bamboo toothbrush


For Kids



Using her creativity, market research, and her own experience as a mom (plus her chemical engineering degree and Harvard MBA) founder and CEO Sandra Oh Lin started KiwiCo to make homemade STEM/STEAM learning activities easier on parents and fun for kids. Since 2011, KiwiCo has grown from a small business to a company with over 100 employees dedicated to the mission of encouraging the next generation of tinkerers, creators, and innovators.

activity crate

STEM/STEAM Activity Box

choose a box or monthly subscription based on your child's age for a STEM/STEAM activity kit(s) delivered right to your door

Use code EVERYMOM for 30% off your first month's subscription of any line!



You may have seen toddler and baby brand Lollaland featured on the popular TV show, ABC’s Shark Tank—where they got a deal with Mark Cuban and Robert Herjavec. Co-founded by mom Hanna Lim, Lollaland strives to create innovative and modern goods for infants and toddlers that are functional and fun, like the product below!

AAPI brand Lollaland

Cactus Fruit Feeder and Pacifier

a fun way to introduce solid's, this cactus feeder is made of food-grade silicone and is dishwasher safe




Brightland CA Olive Oils and Vinegars

Brightland olive oils and vinegars are consciously made in California with no fillers or artificial preservatives. With a deep belief in the land and what it provides, Founder Aishwarya Iyer said on Brightland’s website, “My ancestors were salt farmers in South India; the land provided for them, and in turn they provided salt for people in the South. It’s a beautiful cycle when left untouched.” Plus, the bottles are so pretty you won’t mind them on display in your kitchen.

Brightland CA

The Duo

set of Brightland's signature olive oils:
-Alive for dressings, marinades, hummus and more
-Awake for heartier fare like soups, pastas, and more

Brightland CA

The Mini Essentials

perfect to gift or try yourself, this set includes Brightland best-selling olive oils and vinegars



Entrepreneur Jane Park, Tokki’s CEO, was first inspired to create Tokki when she noticed the large amount of gift wrap that is used once and then discarded. Tokki’s mission is to ignite joy and connection through gifting, which is apparent through their thoughtful (and sometimes comical) “Here’s to” sayings, like this candle below. Tokki also offers curated gift sets, reusable gift bags, and more.

tokki candle

Here's to Candles

new day candle scent created with phthalate-free skincare grade ingredients



Etsy maker and mom Krisa Tailor-Arora, a daughter of immigrants, saw a gap in greeting cards celebrating her South Asian American identity (as in, there weren’t any to be found). In 2017, she started Pyarful and now creates playful and authentic cards celebrating life milestones like love, new babies, friendship, South Asian holidays as well as unique notepads, wall art, and other gift items.

Etsy | pyarful

Friendship Greeting Card

blank inside

Etsy | pyarful

New Baby Card

blank inside


This article was originally published in May 2021 and has been updated for timeliness.

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