Before you prep for Black Friday, get ready for Gold Rush, a 48-hour flash sale created to celebrate and support Asian American and Pacific Islander (AAPI) founders. The two-day event will feature exclusive deals and one-of-a-kind gifts from 30 Asian-led beauty, fashion, and lifestyle brands from November 20 at 12 p.m. EST through November 22.
You'll find sales on skin-care, makeup, and hair brands Glow Recipe, Peach & Lily (including 30 percent off one of my personal favorites — the Glass Skin Refining Serum), Soko Glam, U Beauty, and Musely; fashion brands 3.1 Phillip Lim, Prabal Gurung, Asian American Girl Club, Senreve, and Covry eyewear; as well as lifestyle brand Blueland's cleaning products and Oura's sleep-tracking rings.
Gold Rush was created by Gold House, the nonprofit collective of Asian founders, leaders, and creatives that launched #GoldOpen, which supported sold-out screenings (and some No. 1 opening weekends) of Asian-led movie projects like Crazy Rich Asians, Aquaman, The Farewell, and Parasite.
The Gold Rush concept was developed during a 2018 dinner then further shaped by an advisory council of Asian American leaders, including yours truly, Gurung, Lim, Michelle Phan, Hasan Minhaj, Public School's Dao-Yi Chow, Lisa Ling, and more.
For Glow Recipe founders Christine Chang and Sarah Lee, getting involved and connecting with the larger AAPI community was a no-brainer: "As bicultural entrepreneurs, with beauty experience in both Korea and the U.S., our experiences have irrevocably shaped us."
But finding community in the vast AAPI diaspora hasn't always been easy. Peach & Lily founder Alicia Yoon has seen it firsthand. "I grew up in both Korea and the U.S., and when I moved back to the States for college I found strong Korean-American networks," she says. "However, it was hard to find just as strong pan-Asian American networks — the bonds are in some ways naturally weaker as each Asian American population has such different home-country histories, cultures, languages, and immigration patterns. Despite that, the challenges and stereotypes that all Asian Americans face can be similar... Community is powerful, and a network of people who can advocate for you has tremendous value."
Initiatives like this are an important step to lift up future founders, creatives, and businesspeople. "Not only does increased visibility matter, but also investing in our community, providing a seat at the table for future generations to make sure progress is always forward," says Lim, who sees this as an important inflection point in culture. "In recent years, we are finally witnessing a rise of Asian American leaders and voices to the forefront of fashion, film, technology, government, and social influence that I feel so proud to be a part of. It is an extremely exciting time for our community, and more than ever we have to join forces and lean in to support each other."
"Not only does increased visibility matter, but also investing in our community, providing a seat at the table for future generations." –Phillip Lim
The next quarterly Gold Rushes will be dedicated to AAPI founders in the food and beverage industry and will run from March 19 through 22. Later, there will be a Gold Rush highlighting founders within the shelter and experiences industries.
Here's a sneak peek at some of the products that will be on sale.
With any Glow Recipe purchase over $40, you'll receive a glow mask duo with a pink mesh pouch for free when you use code GOLDRUSHVIP.
Get 30 percent off your personalized skin-care routine from Proven with code GOLDRUSHVIP.
The secret to a natural dewy glow is Peach & Lily's Glass Skin Refining Serum, which will be 30 percent off.
Add more skin care to your shelves with these Musely discounts. Get 25 percent off its Face-Rx products with code GOLDRUSHVIP1 and 50 percent off all the hydrogel masks and collagen products with code GOLDRUSHVIP2.
Upgrade your style with Covry eyewear. All glasses, including non-prescription, prescription, and blue light-protective lenses, are 20 percent off with code GOLDRUSHVIP.
Get 37 percent off the Soko Glam 5-Step Brightening Set, which is perfect for bringing radiance back to any dull complexion, using code GOLDRUSHVIP.
For more info on all the brands that will be available and to start shopping on November 20, visit goldhouse.org/goldrush/store.
Read more stories about Asian American identity:
- Actress Greta Lee on Straddling the Line Between American and Korean Beauty Ideals
- What My Filipina Mother Taught Me About Asian American Beauty
- Three Models Reflect on Asian Representation in Beauty for Our First-Ever Hair Guide
Now watch Lilly Singh try 9 things she's never done before:
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Originally Appeared on Allure