Asian American Pacific Islander Heritage Month


Allies of Skin

by Nicolas Travis

good light

by David Yi

CTZN Cosmetics

by Aleena, Aleezeh, and Naseeha Khan

NCLA Beauty

by Elin and Anh-Thu Dannserstedt

Landing International

by Sarah Chung Park


by Fiona Co Chan

Visha Skincare

by Purvisha Patel, MD

Jason Wu Beauty

by Jason Wu

Celebrate Asian American Pacific Islander Heritage Month with JCPenney

This May, take a moment to celebrate the history and achievements of Asians and Pacific Islanders in the US during AAPI Heritage Month. If you’re looking for ways to mark the occasion, consider visiting a museum showcasing AAPI art and history, reading books and listening to podcasts from AAPI authors and creators, or shopping from AAPI-owned businesses. This includes shopping AAPI owned or founded brands and the Hope & Wonder Asian American Pacific Islander Heritage Month collection here at JCPenney! All proceeds will benefit The Asian American Foundation (TAAF), a nonprofit that connects leaders, luminaries, and communities to change the treatment of and trajectory for AAPIs everywhere. The JCPenney Creative Coalition collaborated on this collection that helps them “tell stories that enrich and educate while spearheading impactful change.”

Discover and Support Asian American Pacific Islander Owned or Founded Brands

The 2023 theme for AAPI Heritage Month is “Advancing Leaders Through Opportunity,” so JCPenney is proud to partner with The Asian American Foundation (TAAF) to further this mission. Explore our inclusive beauty collection featuring an assortment of must-have products from AAPI owned or founded brands. Elin and Anh-Thu Dannserstedt are creating deliciously scented vegan and cruelty-free lip treatments that tickle the senses with one of a kind formulars from NCLA Beauty. Treat your skin with Visha Skincare from Dr. Purvisha Patel and find simple, safe, intentional skin-care products that deliver results and are suitable for women and men of all skin types. And when it comes to color cosmetics, shop Jason Wu Beauty by Jason Wu for lipsticks, eyeshadows, cc creams, and more. Not sure where to start? Check out our AAPI beauty kit to try out our favorite beauty products from the AAPI-owned or founded collection.

Shop AAPI Owned or Founded Brands >>>