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For Asian American Pacific Islander (AAPI) Heritage Month, Maybelline New York is launching \u201cFace the Difference,\u201d<\/a>\u00a0a campaign showcasing the power of AAPI representation in the beauty industry.<\/p>\n In partnership with women\u2019s magazine Bustle<\/a> and nonprofit Gold House<\/a>, the campaign spotlights 40 AAPI leaders across disciplines including fashion, sports, business, and activism. The push promotes the brand\u2019s Fit Me Matte + Poreless Foundation, which comes in 40 shades. <\/p>\n It follows Nielsen<\/a> research, which found one in three Asian Pacific consumers report seeing very few or no diverse Asian Pacific faces or cultures represented in advertising. <\/p>\n With \u201cFace the Difference,\u201d Maybelline and Gold House hope to change that.<\/p>\n \u201cWe were so intentional with how we cast [this] moment\u2014making sure that we were reflecting diversity not only from a skin tone [or] hair type perspective, but ethnically. In addition to their passions,\u201d said Maybelline New York\u2019s brand marketing director Alex Wang, who led the initiative alongside Gold House vp of marketing Rose Yan.<\/p>\n \u201cFace the Difference\u201d debuts with a group portrait and a behind-the-scenes film showing how the photo shoot came together. The photo doubles as the cover of Bustle\u2019s\u00a0May 2025\u00a0issue and features prominent AAPI figures like the first Asian American Bachelorette star Jenn Tran, Olympic figure skater Maia Shibutani, author and creator Drew Afualo, fashion designer Kim Shui, and more.<\/p>\n The film is running across Maybelline and Bustle\u2019s social media accounts, like TikTok, Instagram, and YouTube, as well as their websites and email marketing. Gold House will also promote select content on its platforms.<\/p>\n \u201cWe are honored to partner with Maybelline New York and Gold House on Bustle\u2019s biggest photoshoot yet, centering the broad spectrum of beauty in the Asian Pacific community in a truly impactful way,\u201d said Charlotte Owen, editor-in-chief of Bustle Digital Group, in a statement. \u201cWe are thrilled to debut \u2018Face the Difference\u2019 and continue incorporating this type of rich, inclusive storytelling through our editorial brands.\u201d<\/p>\n The campaign builds on Maybelline\u2019s existing legacy of championing the AAPI community.<\/p>\n After working with Chinese model Shu Pei in 2010, Maybelline Worldwide expanded its Asian representation<\/a> by signing its first Taiwanese model and first global Asian model I-Hua Wu in 2016.<\/p>\n Further campaigns and activism have followed as the brand has partnered with AAPI makeup artists and creators like Amrita Mehta<\/a> and Vi Luong<\/a> and has publicly condemned anti-Asian racism through its support of Stop Asian Hate<\/a>.<\/p>\n <\/p>\nChampioning the AAPI community<\/strong><\/h4>\n