About Us

Beautytap is the premier destination for Asian beauty trends and products, with an extensive range of online editorial and educational content integrated with a digital social community. Our beauty community consists of users like you from around the world who make global beauty fun, exciting, and interactive. Through community, we not only learn about products and skincare routines, we share and learn and grow to respect each other’s cultures and races.


Beautytap’s mission is to promote and spread diversity of unique cultures around the world through the discovery of new beauty rituals, ingredients, and products. Through an online content and commerce site at Beautytap.com and actual brick-and-mortar experiential stores, Beautytap brings a unique omni-channel experience of discovering beauty.


We are a U.S.-based company with a direct sourcing team located throughout Asia. So you can expect the credibility, service, and trust of a U.S.A. company with the true ground floor expertise of our Asia based team.




When Korean-American immigrant tech entrepreneur James Sun launched Beautytap in 2017, he had one mission: To expand the world’s respect and appreciation for Korean and Asian culture by giving international customers a way to tap into the Korean experience. He saw the global impact of Asian food, K-pop, and Korean dramas and wanted to continue sharing his love and pride for Asia through beauty. Growing up as an immigrant, his direct experience with racism taught him that the best way to fight bigotry was by sharing the beauty of one’s culture. This is the reason behind our unwavering commitment to build Beautytap into a community where people can learn, share, and experience not just beauty but a new culture.



Beautytap is more than just Asian beauty. We at Beautytap strongly believe that Asian beauty is our way of introducing a small part of Asian culture to the world with the hope that the more you grow to love Asian beauty, the more you’ll understand and appreciate Asian culture. It’s our way of sharing a part of us with you. Whether it’s through food, pop culture, or multi-step skincare routines, we at Beautytap believe that as we share our love of Asian beauty with the world, we do our part to foster a more diverse perspective, a mutual respect for different cultures, and a deeper appreciation of our brothers and sisters around the globe.



Beautytap shares the genuine Asian beauty shopping experience with tens of thousands of customers worldwide, from the U.S. and Europe to the Middle East and Asia, bringing the best of Asian beauty to the world. Our Asia-based sourcing team, led by our brand experts, is constantly on the lookout for the latest in a highly competitive and rapidly evolving beauty industry. We not only have insider access to beauty companies and brands throughout Asia, we meet directly with the founders and CEOs, reviewing and testing products firsthand, always striving to discover the latest makeup trend or a high-tech, results-driven skincare line.


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