Celebrating Asian Pacific Beauty
What happens when 40 Asian Pacific visionaries come together? You ignite a movement.
Co-created with Bustle and in collaboration with Gold House for Asian Pacific Heritage Month, Face the Difference is a first-of-its-kind celebration of the broad spectrum of Asian Pacific beauty. Inspired by the 40 shades of Maybelline Fit Me Matte + Poreless Foundation, the campaign unites 40 trailblazers who are changing culture and moving their industries forward.
Maybelline x Gold House
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Meet Our Asian Pacific Family
Explore the diverse cultures and backgrounds of our Maybelline employees and discover their favorite makeup tip!
Alex Wang
Ethnicity: Chinese
Fit Me Shade: 230
Fun Fact: Working in beauty helped me reconnect with my cultural roots and discover a passion for strengthening Asian Pacific representation!
Favorite Makeup Tip: Blend out a little green color corrector (try Maybelline Instant Age Rewind!) under moisturizer to reduce redness when you're in a rush!
Catherine Park
Ethnicity: Korean
Fit Me Shade: 130
Fun Fact: I am learning Mandarin as a 3rd language.
Favorite Makeup Tip: Smudge out your wing liner, then clean up the edge with concealer. TRUST THE PROCESS!!
Courtney Arellano
Ethnicity: Indian
Fit Me Shade: 235
Fun Fact: My love for dance and Bollywood music inspired me to join the Garba dance team in college, which is a high-energy all girl group dance.
Favorite Makeup Tip: I love to use dark brown eye shadow as eye liner! Creates a more natural smokey look.
Jillian Aguirre
Ethnicity: Filipino
Fit Me Shade: 235
Fun Fact: I am first generation American! My dad and his family moved to America from the Philippines when he was 9 years old.
Favorite Makeup Tip: Apply eyeliner to the outward end of your eyelid versus along your entire eyeline to avoid making your eyes look smaller.
Kalpana Satish
Ethnicity: Indian
Fit Me Shade: 335
Fun Fact: I learned Hindi by exclusively watching Bollywood movies!
Favorite Makeup Tip: Love using my blush all over! I take it from my cheekbones to eyelids to serve as a bit of shadow!
Milan Sakhrani
Ethnicity: South Asian
Fit Me Shade: 320
Fun Fact: I was born and raised on a tiny island in the Caribbean!
Favorite Makeup Tip: Underpaint with contour, blush, and concealer before adding foundation for a more blended look ❤
Cookie Guck
Fit Me Shade: 130
Fun Fact: My real name is Yoshiko which can mean "fragrant child" and my first role at L'Oreal was in fragrances!
Makeup Tip: I like to apply more mascara on the outer corner of my eyes to elongate and emphasize the shape. No winged liner needed!
Priya Jaya
Ethnicity: Indian
Fit Me Shade: 330
Fun fact: "Where are you from?" is always tricky for me—I’m ethnically South Indian, grew up in Singapore, and have called NYC home for the past 10 years!
Makeup Tip: I love using Maybelline's Automatic Gel Pencil in Pitch Black to fully outline my eyes, including the inner corner, for a sultry look!
Leading Maybelline is an honor because I believe everyone around the world deserves access to high quality beauty and we are the only brand who can deliver that. We truly go deep in understanding the unique lifestyle and needs of people everywhere in order to give them high performing makeup that they love!
TRISHA AYYAGARI
MAYBELLINE NEW YORK GLOBAL BRAND PRESIDENT
We recognize the contributions and achievements of the Asian Pacific Americans in the US and celebrate the heritage, culture and traditions of our communities. It is a moment for members of AANHPI communities and allies to learn about, celebrate and support the Asian community. I am also a mother to a beautiful, multi-ethnic, Asian American son and daughter. I want them to grow up knowing and appreciating their Asian culture and be proud of it.
AMY WHANG
MAYBELLINE NEW YORK US BRAND PRESIDENT
Asian Pacific Heritage Month x Maybelline FAQs
- “Face the Difference” is Maybelline’s bold new campaign on the cover of Bustle that celebrates the broad spectrum of Asian Pacific Beauty. More than just a showcase of beautiful faces, “Face the Difference” spotlights Asian Pacific leaders who are changing culture and driving their industries forward — across fashion, entertainment, business, activism, and beyond.
- According to Nielsen, 1 in 3 Asian Pacific consumers still report seeing very few or no diverse Asian Pacific faces or cultures represented in advertising content. The campaign, developed by Asian Pacific creatives, is a response to that disparity, showcasing the beauty, power, and multifaceted identities of Asian Pacific leaders shaping culture today.
- “Face the Difference” features the most ambitious photoshoot in Bustle’s history — a meticulously curated lineup of 40 trailblazers from across the Asian Pacific diaspora.
- The campaign’s focus on 40 changemakers is a powerful nod to Maybelline New York’s Fit Me Matte + Poreless Foundation, which features 40 true-to-tone shades and was one of the first mass beauty lines to champion true comprehension in shade matching.