JOI always loves to honor and celebrate the AAPI community. To conclude the month of May, we’ve asked one of our favorite creatives, Erica Choi, to share some of the AAPI brands she loves – shopping is one of the best and simplest ways to support the AAPI community!

Erica is a creative director and content creator based in New York City, and is the visionary behind Egg Canvas. Drawing on her experience as the former Vice President in Digital Design at Barney’s New York, as well as her expertise as a licensed esthetician, she founded her very own clean skincare brand, Superegg.

Below are her brand recommendations – all founded by AAPI women and based in New York!

Beauty

SUPEREGG

Founder: Erica Choi

Superegg (@superegg), the vegan skincare brand adored by beauty enthusiasts, gracefully embraces a wellness-centered approach. Inspired by the holistic Korean beauty philosophy, Superegg artfully taps into the skin-nourishing properties of eggs. Erica’s mission is to develop refined formulations that harmonize with both the skin and the planet.

We especially love the newly launched ‘This Moment’ hand cream. It is extremely hydrating, yet seemingly weightless in consistency, leaving your skin feeling dewy without the grease. Not to mention the aromatic scent and packaging (which speaks for itself!).

Then I Met You

Founder: Charlotte Cho

Then I Met You (@thenimetyou) emerges as a sensorial skincare brand that blends Korean innovation and heritage. The formulations pay homage to staple ingredients passed down through generations such as persimmon, ginseng, and fermented rice, delivering a skincare experience that is both clinically effective and evocatively powerful.

Their award-winning ‘Living Cleansing Balm’ is worth checking out. This cleaner is designed to dissolve oil-based impurities like sunscreen, makeup, and excess sebum. As it delicately purifies, it also nourishes the skin with antioxidants, essential fatty acids, and vitamin E.

JINSOON

Founder: Jin Soon Choi

JINSOON (@jinsoon), created by renowned runway artist and nail spa founder Jin Soon Choi, caters to those seeking non-toxic, long-lasting nail polish. JINSOON has a wide selection of over sixty shades curated to suit every skin tone and evoke different moods. Inspired by her love for abstract expressionism, these offerings celebrate the vibrant allure of her lustrous hues. All the polishes are non-toxic, 21-free, cruelty-free, vegan-friendly, and UV-protected.

It is no wonder that the shade ‘Muse’ is a best-seller: the perfectly-opaque white undertone blended with a gentle touch of soft pink grants this shade versatility for any occasion and season. It is particularly delightful as a transitional hue from spring to summer. 

ELOREA

Founders: Su min Park and Wonny Lee

ELOREA, a portmanteau of ‘Elements’ and ‘Korea’, emanates from a profound admiration for Korea’s captivating fragrance traditions and way of life. Rooted in a deep desire to “capture and preserve” Korean heritage, ELOREA embarks on a mission of storytelling.

Elevate your mood with the WATER (감) Candle. A fresh and clean aroma of white floral scents balanced with aquatic and citrus notes. Non-toxic coconut-soy wax.

Nette

Founder: Carol Han Pyle

With a commitment to quality and sustainability, Nette (@nette.nyc) offers clean-burning, exquisitely chic candles. Meticulously crafted from non-toxic coconut-soy wax, artisan glass vessels, and scents by renowned perfumers, Nette invites you to indulge in a luxurious ritual that cares for yourself and the world around you.

The ‘Twelfth Night Scented Candle’ has notes of linden blossom, neroli, and pear. Need we say more?

Her Place

Founder: Joyce Lee

Her Place (@loveherplace) is a sanctuary of growth and celebration that transcends boundaries and fosters a collective sense of empowerment for women. Embracing the duality of her upbringing between Seoul and New York, founder Joyce Lee defies Asian-American stereotypes and finds inspiration in sex-positive women who have influenced her own journey. With Her Place, she has cultivated a supportive community for women to grow and thrive together.

‘The Ribbon,’ crafted from up-cycled, premium fabric sourced from Parisian maisons, is a versatile accessory designed with dual functionality in mind. Whether worn as a daily hair accessory or embraced during intimate moments, it effortlessly enhances your style with sustainable elegance.

Ojook

Founder: Youn Chang

OJOOK (@ojook_official), driven by a mission to transform daily tasks into sacred rituals, aims to extend the vitality of our bodies and the planet. Recognizing the mouth as the gateway organ and a symbol of life in various cultures, OJOOK emphasizes the significance of oral health, with research highlighting its connection to cardiovascular and brain health. Drawing inspiration from Eastern wellness philosophy, OJOOK promotes ritualistic oral care habits to foster long-term well-being, echoing the belief that maintaining excellent oral health contributes to longevity.

One of their best products, the ‘Silk Floss’, features a plastic-free and biodegradable design. Crafted with 100% home compostable Italian silk, it comes in a refillable glass container. Infused with healing elements such as 9x roasted Korean bamboo salt, ethical beeswax, and hydroxyapatite, this floss effortlessly lifts debris between teeth, ensuring a comfortable and effective experience.

F&B

Màkku

Founder: Carol Pak

Introducing Màkku (@drinkmakku), America’s First Craft Makgeolli. During her visit to Korea in 2017, founder Carol Pak rediscovered makgeolli, a traditional rice-based alcoholic beverage. Fascinated by its rich history and diverse flavors, she was disappointed by the limited options available back in America. As a Korean-American working in the alcohol industry, she recognized the opportunity to launch a company dedicated to Korean alcoholic beverages, or ‘sool’. With a focus on crafting high-quality and authentic drinks, Màkku aims to provide a delightful experience whether enjoyed on its own, paired with food, or shared with loved ones.

The ‘Màkku Original’ brew is worth trying. Smooth and hazy in texture, it has a touch of sweetness. Combines partial tartness with a light and bubbly charm.

By Ava

Founder:  Ava J Lee

ByAVA (@byava) was founded to share antioxidant-rich, holistic recipes. Raised in Korea and China, the founder was inspired by ancient herbs and superfoods. After moving to the US, she realized the importance of her mother’s homemade tea elixirs for her health and well-being. ByAVA brings curated beauty elixirs and concoctions to kitchens, highlighting the transformative power of food as medicine and its ability to enhance beauty.

The ‘RESILIENT SKIN ELIXIR Pouch’ offers a blend of traditional Chinese herbs for resilient, youthful, and plump skin.

Bánh by Lauren

Founder: Lauren Tran

Bánh by Lauren (@banhbylauren) was born during the COVID restaurant shutdown in NYC when Lauren, a pastry cook at Gramercy Tavern, found herself unemployed. Continuing to bake at home, she crafted recipes and began offering weekly “Bánh Boxes” featuring sweets that combined southeast Asian flavors with classic French pastries. The response was overwhelmingly positive, leading to collaborations with restaurants and the expansion of Bánh by Lauren. Today, the brand hosts pop-ups with long lines and sells out cakes in seconds.

Follow their instagram (@banhbylauren) to stay up to date on their pop-ups and events!

Rice Blossoms

Founder: Jennifer L Ban

Rice Blossoms (@riceblossoms) specializes in modern and luxurious traditional Korean desserts, creating elaborate flower settings that adorn their steamed rice cakes. The Korean delicacies (many of which are vegan and gluten-free) strike the perfect balance between sweet and savory and use simple ingredients like rice flour, water, and sugar. Read more about Rice Blossoms and founder Jennifer L Ban’s amazing journey in our recent conversation with her here.

At our recent JOI launch event, we served an assortment of Rice Blossoms sweets. View the website to see how you can order them or attend one of their workshops.

Fashion

Little Puffy

Founder: Michelle Choi

LITTLE PUFFY (@littlepuffy) is an apparel brand by Michelle Choi, content creator and influencer. The brand found its inspiration from a playful banter on her channel revolving around her puffy morning face. Encouraged by her viewers, she decided to turn the joke into reality by creating merchandise. This lighthearted concept has since blossomed into a sophisticated clothing line, offering a range of stunning staple pieces.

The ‘SATIN WIDE LEG PANTS’ in black are sure to elevate an look and can be worn from day to night.

Yeon

Founder: Yeon Park

Yeon (@yeonofficial) by Yeon Park, a Seoul-born designer, found her passion for fashion early on by repurposing fabrics and nurturing her craft. After studying and interning with renowned fashion houses, she launched her namesake label in 2017, focusing on hand-crafted fabrics and slow fashion. Yeon designs are cherished pieces meant to be collected and treasured.

The ‘Iva Trech Coat’, along with all other pieces on the site, elegantly drape at the shoulders and body line to ensure a polished look for any occasion with minimal effort.

Aeri Go Jewelry

Founder: Aeri Go

Aeri Go (@aerigojewelry), a Brooklyn-based jewelry designer, creates sculptural pieces that harmonize with the body’s natural contours. Influenced by Korean art and craft, her designs evoke a sense of connection with nature and the exploration of emotions. Through her work, she sparks conversations about the transformative power of nature and employs natural motifs to convey this narrative.

The ‘OAK EARRINGS’, adorned with a round pearl, beautifully mimic morning dew suspended from your ears.

Home

Hudson Wilder

Founders: Joyce Liao and Conway Liao

Established in the autumn of 2015, Hudson Wilder (@hudsonwilder) was inspired by the discovery of an architect’s estate sale in Upstate New York. Embracing the simplicity and eclectic charm of the found objects, the brand embarked on a mission to create a New American Design movement, where cultures converge and history meets modernity. With a focus on form and utility, their tabletop, furniture, and lifestyle collections boast straightforward shapes, balanced proportions, and a spirited effortlessness. Blending aesthetics with comfort, these functional design objects seamlessly integrate into your daily life, embodying the essence of casual living.

The stackable ‘Decca’ glasses are sleek and designed for any drink, from water to wine and spirits. Handblown from durable borosilicate glass, they can be stacked for space-saving storage. What’s more, they are resistant to thermal shock.

Object and Totem

Founder: Julianne Ahn

Object and Totem (@objandtotem) was founded in 2011 by Julianne Ahn, a graduate of The Rhode Island School of Design and The School of the Art Institute of Chicago. Her Brooklyn-based studio draws inspiration from everyday objects and forms of East Asian and European ceramics. Through wheel throwing, extrusion, and hand building techniques, she creates geometric relationships and achieve totemic balance in her limited edition vases, tableware, Raku, wood-fired ceramics, and fine art objects.

The ‘Saturn Dish’ is a thrown two-piece vase consisting of a shallow wide dish anchored by a spherical center with a removable top with radial openings for minimal floral arrangements.  

Erica Choi

@EGGCANVAS
Eggcanvas.com