"For Asian American Pacific Islander (AAPI) Heritage Month, Maybelline New York is launching “Face the Difference,” a campaign showcasing the power of AAPI representation in the beauty industry.

In partnership with women’s magazine Bustle and nonprofit Gold House, the campaign spotlights 40 AAPI leaders across disciplines including fashion, sports, business, and activism. The push promotes the brand’s Fit Me Matte + Poreless Foundation, which comes in 40 shades.

It follows Nielsen research, which found one in three Asian Pacific consumers report seeing very few or no diverse Asian Pacific faces or cultures represented in advertising."