The new year is the best time to reflect on your habits and introduce fresh routines. To me, that means stepping up my beauty and wellness game—not just skincare, but body and hair care too. Here are four products from AAPI-owned brands that I’m bringing with me into 2024.
An all-star serum from REJINS
Many products on the market are designed to make us look younger, but wellness brand REJINS believes in aging gracefully. Their debut product, the All-Encompassing Serum ($69.95), packs all the benefits of a 10-step skincare routine into one solution. The serum is free from fragrances and drying alcohols, and it includes effective peptides, antioxidants, and botanicals like licorice root, centella asiatica, and green algae. It hydrates, improves fine lines, and evens out complexion—without bleaching or lightening.
Filipinx founder Jilleo Recio created REJINS (pronounced “regions”) after noticing the widespread use of skin-whitening products in Asia. He wanted to develop a brand that celebrates diversity in skin types and makes skincare simple for people on the go. I love this brand’s focus on melanated skin, a demographic that too often gets overlooked in the skincare industry and the Asian community.
A revolutionary faucet filter from Filterbaby
Co-founders Xin and Lynn Ma come from a family of Traditional Chinese Medicine practitioners. A foundational principle in TCM is identifying the root cause of ailments and treating them with simple remedies. Inspired by this philosophy, Xin created Filterbaby when she discovered a link between tap water quality and her skin health. Their product is the first dermatologist-tested and approved skincare water filter.
The newest model, Filterbaby 2.0 ($99 for subscription, $119 for one-time purchase), removes 99% of contaminants as small as 0.1 microns, like chlorine, hard metals, micro-plastics, bacteria, and more. I’ve used it myself for the last month, and I’ll never go back to regular water. My breakouts have drastically reduced, and my skin looks brighter and smoother than ever before.
A haircare game-changer from Snowfox Skincare
We’re all familiar with the face-sculpting gua sha, but did you know there’s also one for hair? The Gua Sha Hair & Scalp Revival Brush ($98) from Snowfox Skincare is the most luxurious brush I’ve ever owned. 150 gold-plated needles massage acupressure points as you run it over your scalp, boosting blood circulation, reducing hair loss, and promoting new growth. Anion powder coats the bristles, helping to decrease stress and regulate sleep.
Aside from being a beautiful product with effective results, every purchase supports the livelihood of the brush makers. The brush is handmade and assembled by Taiwanese artisans who have passed the haircare tradition and design down through generations. Snowfox Skincare founder Phoebe Song wanted to bring the fading art form to the modern consumer in the hopes of preserving the practice for centuries to come.
A mani/pedi whenever you want it from VOESH
I love getting my nails done, but visits to the nail salon can add up. With VOESH, you can replicate the spa experience in your home whenever you need a little self-care. Their popular Mani in a Box set ($12) comes with a sugar scrub, cream mask, massage butter, and nail file to prep your hands and cuticles for the perfect mani. For an extra special experience, grab a friend and try the 6-step Pedi in a Box Ultimate Duo ($18), complete with a sea salt soak, sugar scrub, mud masque, callus remover, massage butter, and moisturizer.
Vera Oh and Joseph Choi founded VOESH in 2013. They left behind their careers in consumer electronics and followed their passion for product innovation. Their mission has always been to create a safer, cleaner, and more honest spa experience. All of their products are vegan, cruelty-free, dermatologist-tested, and sustainably packaged.
Interested in supporting more AAPI brands in 2024? Check out our roundup of Filipinx small businesses.
