At Credo Beauty, we are constantly inspired by and in awe of the incredible discoveries and achievements that create the magic of clean beauty.
With May being Asian American and Pacific Islander Heritage Month, this is the perfect time to catch up with a few of the AAPI brand founders that continue to wow us every day, month, and year.
What advice do you have for other AAPI entrepreneurs who have an idea but don’t know what to do with it?
Believe in yourself and your vision! If you have a strong passion to start something of your own, your perseverance and drive to want to succeed will be crucial in your journey. Network with like-minded individuals or other entrepreneurs in your desired industry, ask for feedback, and celebrate every big or small moment that leads you closer to your dream. Take the risk and see where it leads you!
–Kim van Haaster, Founder of Bloomeffects
There's the planning of it from a real-world perspective-- be sure you have another income before you start a business-- but there's also just the dive in there and get your hands dirty kind of push that's needed as well. The latter I think is just about taking the next best step you can, and you just keep going, step after step.
–Bee Shapiro, Founder of Ellis Brooklyn
Don’t wait; just start. Try launching a very basic version of the product to validate your idea and gage early interest. This will help you test the market and validate whether consumer interest and opportunity exist and help reduce initial production cost, as you’ll be focused on the central feature, and most importantly the benefits, of your product.
–Monique Meneses, Founder of iota
Jump in. Believe in yourself and do it! I have always believed that it takes a village to grow a business. It’s important to build that tribe around you- the friends, the advisors, the founders that will support you and that will be there as you grow. What’s incredible as AAPI founders is that we now have so many models of success. I take inspiration from founders inside and outside the beauty industry- founders like Amy Liu from Tower 28 or Deepa Gandhi from Dagne Dover. Our possibilities are endless and doors are open to us in ways that they haven’t been before.
–Lisa Mattam, Founder of Sahajan
What’s helped me tremendously in business and life is going out and making genuine connections with other founders in my space and community. I have learned so much, made many good friends just spending time getting know other AAPI founders, learning about their businesses, and finding ways to support each other. I grew up in a small town in Missouri, and I didn’t have a strong AAPI or entrepreneurial community growing up. I didn’t know or expect what I could achieve. It wasn’t until I started working on SOSHE and meeting other amazing AAPI founders that I experienced a mental breakthrough, moving beyond my fears to truly see what was possible in a community that supports me on my mission.
–Junyi Wu, Co-Founder of SOSHE
What do you find to be the most unexpected part of your career path?
I think the most unexpected part of my career path is how every single job I’ve had—as a Beauty Editor, Brand Strategist, PR & Marketing Director for both start-up and well-established brands—has led me to and prepared me for my role as an entrepreneur.
–Monique Meneses, Founder of iota
Certainly, becoming an entrepreneur and a beauty entrepreneur. I started my career in specialty biotech working on the marketing and strategy for recombinant DNA products for infertility. I grew my career at J&J in their biotech division which I loved. I had never imagined in those moments that I would one day found my own business but I am so thrilled I did. One of the most incredible parts of founder life is that it creates a path for you to build your own vision, experience things you have never imagine and meet wildly interesting and fascinating people. I still pinch myself knowing that both Rupi Kaur and Yvonne Strahovski are fans of and investors in Sahajan. I am so proud.
–Lisa Mattam, Founder of Sahajan
What changes in the beauty industry would you like to see by AAPI Heritage Month of next year?
More representation. It’s such a wonderful thing to celebrate our communities and make them feel beautiful - rather, not making Asian American or Pacific Islander individuals feel as though they have to fit a mold. We should be uplifting the AAPI community and make them feel seen and respected.
–Kim van Haaster, Founder of Bloomeffects
I love all the diversity in beauty, but I think it can continue to evolve and stay current. One of the coolest shifts I've seen in recent years is Asian American characters in film and entertainment that play all sorts of characters. I'd love to see that continue to be reflected in beauty as well.
–Bee Shapiro, Founder of Ellis Brooklyn
I’d love to see more initiatives from brands and retailers that connect with the AAPI community! As SOSHE grows, one of our brand pillars is building a better community. One example of this is when SOSHE hosted an AAPI community event with other founders and operators in the Los Angeles community alongside organizations such as Asian Founded. Hundreds of participants took part, leaving all of us more inspired and empowered. When we're not working on launching new products, we're also dedicated to helping the next generation of founders to see what’s possible through a passionate and inclusive community.
Other initiatives for brands and retailers for the beauty industry could include featuring AAPI talent, partnering with other AAPI founded companies, and providing more opportunities and resources for founders!
–Junyi Wu, Co-Founder of SOSHE
