In honor of Asian Pacific American Heritage Month, Maybelline New York, Bustle Digital Group (BDG), and community partner Gold House, launched “Face the Difference” — a bold new campaign on the cover of Bustle that celebrates the broad spectrum of Asian Pacific Beauty for the first time on a national scale. 

“Face the Difference” spotlights the Asian Pacific leaders who are changing culture and driving their industries forward across fashion, entertainment, business, activism, and beyond.

Alex Wang, Brand Marketing Director of Maybelline New York, said,

“Maybelline New York has long championed the idea that beauty is for everyone. This campaign is a powerful extension of that legacy, celebrating the strength and richness of the Asian Pacific community through a modern, comprehensive lens with our wonderful partners at Bustle Digital Group and Gold House.”

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.

Featured Talent Include

• Global Brand President of Maybelline New York, Trisha Ayyagari, who has led the brand through a bold era of innovation, inclusivity, and purpose-driven marketing.
• President of Maybelline New York, Garnier, and essie USA, Amy Whang, who has championed initiatives like the strategic partnership with Gold House to promote Asian Pacific representation.
• TV personality and content creator Jenn Tran,who was the first Asian American lead on The Bachelorette.
• Olympic medalist Maia Shibutani, who, along with her brother, became the first Asian American ice dance couple to be inducted into the U.S. Figure Skating Hall of Fame, and just announced their return for the 2025-26 Olympic season.
• Creator, Host, and Bestselling Author Drew Afualo, who has used her platform to empower her community and is leading the new wave of the creator economy
• Fashion Designer Kim Shui,who crafts new age, heritage-driven fashion.
• Partake Foods CEO & Founder Denise Woodard,whose multi-million-dollar cookie phenomenon was born to solve snack time for her own daughter’s food allergies.
• Restaurateur Jenn Saesue, who is building her hospitality empire with cultural authenticity in a male-dominated industry.

The campaign is a response to the lack of Asian Pacific representation in advertising content. developed by Asian Pacific creatives, “Face the Difference” showcases the beauty, power, and multifaceted identities of Asian Pacific leaders shaping culture today.

Read Next

Maybelline New York Taps Peggy Gou as Global Ambassador

Maybelline New York Revives Its Iconic 90’s Jingle

Maybelline Becomes First Cosmetic Partner to the TCS NYC Marathon