Chatting with AAPI founders
Hear from Anyday, Fly by Jing, Neeshi, Dancing Elephant, EnjoyThyFood, Ribbon Kitchen, Wanderlands, & Caftari!
It is officially May and what better time than now to highlight some of my favorite AAPI-founded brands!
May is Asian American and Pacific Islander (AAPI) Heritage Month. A dedicated time to honor and celebrate the rich cultures, diverse histories, and countless contributions of Asian Americans and Pacific Islanders in the United States. This month provides an opportunity to recognize the vital role AAPI communities have played in shaping American society, from art and science to politics, business, and beyond.
Throughout May, we reflect on the resilience, achievements, and ongoing struggles of AAPI individuals, while amplifying their voices and stories.
Check out your favorite AAPI founders go-to CPG brands + products below:
Anyday is the first and only 100% plastic-free and non-toxic, multi-use glass cookware designed for the microwave––and so much more!
From Steph Chen, founder of Anyday
It's hard to pick just a few favorites but Red Boat, Material Kitchen, and Blueland are all proudly AAPI-owned staples in my home that I reach for daily!
Red Boat Fish Sauce is refreshingly authentic— the sauce is made using traditional practices and the brand is family-owned and super transparent. On top of that, the owners just seem like genuine, kind people who I'd love to be friends with.
Material Kitchen makes beautifully designed kitchen essentials; I'm especially obsessed with their sleek table knives!
Blueland offers incredibly smart products that make my life easier and I love that they're committed to being completely plastic-free (like Anyday!).
Fly By Jing is a modern Chinese food brand bringing bold, Sichuan-inspired flavors to kitchens everywhere. The brand is known for its cult-favorite Sichuan Chili Crisp and pantry staples that celebrate the depth, heat, and complexity of Chinese cuisine—no additives, just flavor.
From Jing Gao, Founder and CEO of Fly By Jing
There are countless AAPI-owned brands that I love and buy regularly, but a few of my favorites are Diaspora Co., Irvins, and Red Boat.
Diaspora Co. has the freshest, highest quality spices and they've done so much to create an equitable spice trade.
I always have Irvins in my pantry! After loving their snacks for years, we just collaborated with them on Chili Crisp Potato Chips and Salmon Skin using Fly By Jing. I love how they've introduced so many of my childhood favorite snacks and flavors to grocery store shelves.
Red Boat Fish Sauce is a long-time favorite - the quality and flavor are unmatched, and I love using it in both Asian and Western-style recipes for an umami punch
Neeshi is a women’s wellness brand using real food to ease hormonal symptoms from menstruation through menopause. Neeshi offers delicious, functional products—like their Dark Cacao Spread—to support daily hormonal health naturally. The brand’s mission is to help women feel empowered and unburdened by their cycles.
From Gita Vellanki, Founder of Neeshi
We’re obsessed with Chutni Punch’s bold, Indian-spiced seasoning powders—they bring instant flavor to just about everything. It's my youngest’s go-to favorite and a staple at our mealtimes.
First Seed Foods makes frozen Indian meals that are as nourishing as they are delicious. Their dishes are a total lifesaver on busy nights when cooking just isn’t an option.
Bake Me Healthy’s allergen-friendly, upcycled baking mixes are my breakfast secret weapon. They’re quick, wholesome, and one of the few pre-made mixes my kids eat without question.
Dancing Elephant brings the beloved South Asian comfort dish, kitchari, to a new generation with bold, modern flavors rooted in Ayurvedic tradition. AAPI-founded and proudly plant-based, our blends are gut-friendly, deeply nostalgic, and designed for everyday nourishment.
From Saira Malhotra, Founder of Dancing Elephant
Simran Cooks for her Sindhi mother inlaw inspired hot sauce from the Canary Islands
Ayursome tea - fabulous Ayurvedic teas with ingredients of great integrity
Satya Blends - Lovely Indian pantry spice blends - really tasty but also look so pretty on the dinner table as finishing seasoning.
EnjoyThyFood redefines indulgence with gluten-free, paleo, and sugar-free cake mixes made from nutrient-rich, functional ingredients. Flavors like Superfood Dark Chocolate with Ashwagandha and Maca, Turmeric Saffron with black pepper for absorption, and calming Lavender Pistachio make dessert both nourishing and satisfying.
From Shazia, Founder of EnjoyThyFood
Fly By Jing Sichuan Chili Crisp - This bold, umami-rich chili crisp adds instant depth and fiery flavor to any dish—I use it on my crowd pleasing garlic-cilatro sauteed shrimp for taco Tuesday.
Diaspora’s Hawaij Masala is a fragrant Yemeni spice blend with notes of turmeric, black pepper, cumin, and cardamom—warming, earthy, and deeply comforting. It’s perfect for stews and curries with a flavor that lingers in the best way.
Brightland’s olive oil is cold-pressed from California-grown olives, offering a fresh, peppery finish and vibrant golden hue. I use it on salads, marinades and it also makes for a wonderful gift.
Ribbon is an everyday go-to, unbreakable food-grade silicone tableware that’s made to be used and loved by both kids and adults. It’s beautifully designed, non-toxic, and durable enough for real life whether it’s your toddler’s first meal or your own late-night snack.
From Chelsea, Founder of Ribbon Kitchen
When it comes to brands I reach for daily, especially as an AAPI founder, these are a few I genuinely love. They are made very thoughtfully with high quality materials/ingredients:
KimlyParc makes instant Korean lattes that are dairy-free, perfectly sweet, and easy to make (Perfect for quick mornings and traveling).
Then I Met You makes cleansing my face a ritual I look forward to. Their Living Cleansing Balm melts off all the stress in one step and smells so soothing.
GimMe Seaweed is my snack drawer staple. It is light, salty and organic. I can finish multiple packs in one spot.
Wanderlands is a sensory-driven snack brand that transforms everyday snacking into an evocative journey through taste and aroma. The snack mixes blend culinary artistry with science to craft pecan-based mixes that evoke the essence of specific landscapes and moments in time.
From Jane Ko, Co-Founder of Wanderlands
MAKKU: I’m a big fan of brands that are introducing amazing Asian food and bev to a broader audience. In this case, I love that she’s expanding the appeal of makkeoli! As an early supporter and crowd funding investor, I’m excited to see her succeed.
Tower28: As a skincare junkie and former skincare industry marketer, I thought I had seen it all. But Tower28 sprung up with great formulations that target an underserved need of reactive sensitive skin. The SOS spray is genius and I’ve found Tower28 products taking the place of others in my daily regimen. The concealer is truly one of the most amazing formulas ever.
Omsom: I love that they’ve made cooking Asian easy with their sauces. They've definitely helped solve a struggle I have with cooking Asian dishes at home. They’ve also made me a loud and proud Asian!
Shreya is the founder of Caftari, a wellness company focused on creating neuroscientist verified scents for sleep and stress management. She founded the company as a result of her own struggles with mental health and realized that scent has a profound impact on wellbeing.
From Shreya, Founder of Caftari
Sahajan Skincare — High performance, clean skincare based on the ancient Indian science of Ayurveda
Kulfi Beauty — Creating space for joy & self expression in beauty through fun & playful makeup
Our Place — Multifunctional, non-toxic pieces that will change the way you cook at home
Thank you to everyone who shared their favorite brands! I loved pulling this article together to celebrate AAPI month <3
xx,
Lauren (Hodgen)
Dear Citrus Diaries Host | @ citrusdiaries.studio
Citrus Diaries Studio | Creative Director
If you’re interested in working together, drop me a line: hello@citrusdiaries.com 🍊
Love this! I’ve been wanting to try KimlyParc, I’ve heard great things